Thoroughbred Idea Foundation Calls for Affordable Data
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An industry group focused on improving horse racing, especially for gamblers and owners, is calling on the industry's data collector, Equibase, to share more information for free or at greatly reduced prices.
In a White Paper issued March 11, the Thoroughbred Idea Foundation said Equibase should consider the collection and distribution of racing data as a marketing expense and distribute it for free, or as open as possible. The White Paper argues that this approach would attract and retain gamblers while empowering owners to make more educated decisions.
TIF board member Tom Reynolds, an active handicapping tournament player who has become a horse owner through Eclipse Thoroughbred Partners after spending more than three decades as a sales and marketing executive for Pepsi-Cola North America, believes such an approach to racing's data would help increase interest in ownership and wagering.
"The racing business survives by selling two experiences—one to owners and one to horseplayers. The exorbitant cost of data in an era where data drives participation and decision-making is a barrier to both experiences," Reynolds said in the report. "The status quo inhibits the growth that the sport needs. The path forward should be crystal clear."
Specifically the White Paper calls on Equibase to provide:
- free, raw data feeds for registered, non-commercial users;
- free, basic past performances on all North American tracks;
- responsive channels to regularly address errors and omissions in the data.
It also suggests Equibase should partner with universities to study racing data and develop new and advanced metrics for the betterment of the sport.
Equibase, a general partnership of subsidiaries of the racetracks (Thoroughbred Racing Association) and Jockey Club, became racing's sole data collection agency in 1998. It issued a statement March 11 noting marketing of the sport is one of its three missions.
"Equibase appreciates the efforts of the Thoroughbred Idea Foundation and will continue to evaluate how data can be used to help grow racing's fan base," the statement said.
Equibase said first and foremost its goal is to be the primary source for all racing statistics for the Thoroughbred industry in North America. Secondly, Equibase collects, collates, processes, stores, and disseminates racing information. The third part of Equibase's mission is to market that information to the Thoroughbred industry and the general public, with a commitment to improve the entire Thoroughbred industry.
It noted strides have been made in using the data to market the sport.
"Equibase remains the primary source for, and distributor of, all racing statistics for the Thoroughbred industry, and Equibase continually seeks ways to use its unique position in the industry to create value for racing's data and help grow the sport," the March 11 statement said. "For example, in its early days, Equibase helped facilitate the growth of simulcasting and online wagering through accurate and affordable program information, which significantly boosted pari-mutuel handle nationwide throughout the 1990s and 2000s.
"Over the past decade, Equibase has made each data element it collects available for free on its website and has created tools to view and filter the data to foster fan engagement."