Jul 6, 2026
Welcome to episode 258of Sports Management Podcast.
Today's guest is Sam Houlding, Managing Director of B2B at Spotlight Sports Group. Sam has spent more than 16 years helping transform one of the world's leading sports media businesses while working at the intersection of sports media, technology, data, fan engagement and betting. In this episode, he explains why horse racing doesn't have an audience problem - it has an accessibility problem and how the sport can unlock millions of new fans.
In this episode, we spoke about:
- Why horse racing has a potential audience of 200 million new fans
- How Formula One's growth offers lessons for every sport
- Why sports should prioritize fans before betting
- The importance of storytelling, data and digital experiences
Time Stamps
00:00 Welcome Sam Houlding
00:15 Spotlight Sports Group Explained
01:55 The 200 Million Fan Opportunity
05:00 Why Racing Struggles to Grow
07:01 Accessibility Beats Awareness
10:24 Formula One's Winning Playbook
12:04 Betting vs Growing the Sport
14:03 Turning Data Into Fan Experiences
17:08 The Five Growth Priorities
19:07 Why Digital Comes First
21:21 The Future of Horse Racing
22:39 Sam's Career Journey
24:15 Lessons From Career Setbacks
26:06 Advice for Young Sports Professionals
27:36 Networking That Actually Works
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