This is a guest contribution by Will Duff Gordon, CEO of Total Performance Data. If you would like to submit a contribution please contact Bill Beatty for submission details. Thank you.

Total Performance Data CEO Will Duff Gordon on how racing must embrace technology and data if it is to unlock its full revenue potential

We are at the beginning of a horse racing data revolution that has the potential to place the sport back at the heart of the sportsbook offering after years of relative decline.

Historically, racing was always the jewel in the crown for operators, but a lack of innovation has stunted growth and seen it lose market share, particularly to football and tennis.