Aintree and Haydock: Growing audiences through live

Combining the glamour, style, and uniqueness of the north west’s bustling social scene with the world class racedays on offer at Jockey Club Racecourses in the region has been a concerted effort from the teams behind Aintree and Haydock Park Racecourses in the past year.

With a series of bold initiatives, the goal of increasing the region’s attendances whilst attracting younger, and more local, audiences has been a priority focus.

As highlighted at the recent Racing Foundation Industry Conference, sports and entertainment entities are placing a significant premium on attracting a younger audience via ‘bold, entertainment-driven approaches. This train of thought had long left the station at Aintree Racecourse; a 53% increase in attendance of 18–24-year-olds (vs 2024) at the Randox Grand National’s Ladies Day signalled a major success. Shifting away from traditional marketing strategies, the pursuit of new out-of-home advertising and strategic alignments with the likes of Student Beans and Klarna payments, have been a catalyst in the noticeable growth in younger audiences.

Student Beans, a student-focused marketing platform that connects brands with verified students through exclusive discounts and promotions, played a pivotal role in driving engagement. Its digital campaign strategy led to a remarkable +350% increase in ticket sales and a +218% Year-on-Year revenue growth.

Similarly, Klarna, a leading buy-now-pay-later provider, supported more flexible purchasing options and contributed to a 15% uplift in new customer acquisition.

James Rennard, Head of Marketing at Aintree and Haydock Park, said: “Through our planning ahead of The Randox Grand National Festival 2025, we placed a greater emphasis than ever before on how we can develop propositions and campaigns that appeal to a younger and more diverse demographic. It was very much a test and learn mindset but one which yielded some pleasing results.”

Crucially, the impact of these campaigns extended beyond sales. Post-event surveys confirmed that these younger audiences experienced a raceday tailored to them, with 18–24-year-olds rating the day the highest of all age groups and delivering a Net Promoter Score (NPS) of 64, 13 points above the average.

James said: “We know tens of thousands of people enjoy coming to Aintree in April to enjoy a celebration and bond with friends, families and loved ones. Aside from the world class sporting action on the track, we tried to ensure every key touchpoint was viewed from the lens of the customer as to how we could improve and tailor our experiences to best suit those on site.”

These results highlight the effectiveness of both initiatives in delivering value-driven, age-appropriate experiences – while maintaining The Jockey Club’s own objectives of making racedays more accessible and welcoming to all, with ticket tiers to suit different budgets and targeted outreach to attract both seasoned racegoers and first-time visitors.

This plan was also in action at nearby Jockey Club racecourse Haydock Park, particularly at the Betfair Rose of Lancaster Ladies Day 2025, which also saw an increase of customers aged 18-24 by +36%. Furthermore, new customers were up by 16%, with local attendees (within 15 miles of the racecourse) increasing by 40%.

Haydock Park’s Ladies Day saw strong demand, particularly for the newly introduced Premium Rose Lounge. Created in response to unprecedented demand for the existing Premier Lounge, the Rose Lounge is a modern and spacious setting, made available exclusively for this fixture. Located in the Park Suite with sweeping views of the track, it offered guests a fresh way to elevate their Raceday experience and successfully attracted both new and returning customers seeking a stylish upgrade.

Alongside Ladies Day, Haydock Park’s music nights are flagship events for the racecourse and region. A key contributor to the success of these events has been the deliberate selection of music acts that resonate with specific demographic and geographic audiences. This summer’s Becky Hill concert, featuring the two-time BRIT Award winner who has a strong Millennial and Gen Z following, delivered the highest attendance at Haydock Park since 2020. The event saw a notable increase in visitors from nearby urban centres, with attendance up 30% from Liverpool and 36% from Manchester.

Similarly, the booking of Jamie Webster, a local artist with strong regional and generational appeal, reinforces the strategy of aligning post-race entertainment with audience insights to drive engagement and footfall. Here the racecourse saw a 25% uplift in bookers from Manchester and 26% from bookers in Liverpool when compared to the same fixture in 2024.

Heeding the advice from the Racing Foundation conference, both Aintree and Haydock Park have demonstrated the power of targeted planning and marketing in transforming a raceday into a broader cultural and social experience. The immediate boost to attendances and atmosphere at these racedays, plus the significant increase in racegoers under 30, is a welcome boost.

This growth in attendance and youthful engagement proves that when racecourses embrace innovation, collaboration, and an understanding of its audience, they can thrive. Aintree and Haydock Park’s success in the last year illustrates that community-driven marketing doesn’t just fill grandstands but also inspires generations to come.

Find out more about upcoming fixtures, events, and experiences at Aintree and Haydock Park.