By Sophie Lee, Third Year, English
The fundamental aim of horse racing is to pit horses and jockeys against each other to find out which one is the fastest across a set distance, usually between 1 and 2.4 km. In reality, the races have become synonymous with gambling and excessive drinking, with betting now deeply entwined within the sport. Even at prestigious events like Royal Ascot, the Royal Family have been known to gamble on horses, which only adds to the exclusivity of the occasion. But why is this the latest event being marketed towards students?
Companies such as Invades, established in 2019, have taken it upon themselves to encourage students to attend the races, creating packages that include transport, DJs, and an exclusive enclosure specifically for students. They say it’s an attempt to improve both the accessibility and affordability of the event, but have they succeeded in this promise, or have the races become another marker of the stark class divide at university?
At first glance, it may seem like Invades is creating a student-friendly experience for one of the most elitist sports in the country. Their successful marketing campaign, which includes a blitz of content on both Tiktok and Instagram, shows the races as an alcohol-fuelled day party, with horse racing as an additional source of background entertainment. Here, the focus has switched from old white men pouring over calculators and bookies’ odds, to young students in tweed jackets and fur scarves downing pints before 10am.
The cost is just one of the many ways that Invades has customised the races for students. It is a huge factor, with a standard entry ticket to Cheltenham Races normally starting from around £50. Invades, on the other hand, charges £20, with transport costing an additional £10. At a price cheaper than a lot of nights out on the Triangle, it’s easy to see why students have started flocking to racecourses in their thousands. However, students may end up losing more money than they are saving. As gambling is such an entrenched part of races, students can spend huge amounts without realising how much they’ve lost, often placing bets based on trivial things such as the names of racehorses, or the colours of the jockey. Not only does this exponentially increase the cost of the event, but also devalues the experience for established race attendees, as drunk students make a mess over the bookies. Gambling isn’t a required part of the event by any means, but with so many students all in one area, it can often feel like you’re missing out if you’re not betting.
Gambling on a small scale may seem harmless, but it can have devastating long-term impacts. As detailed in a study conducted by NHS England, referrals for gambling problems have increased by almost 130% since 2023. Additionally, the study also revealed that over a quarter of 11 to 17 year olds have gambled their own money in the last year, showing the danger of marketing the races to young people. Horse racing often provides people with their first exposure to gambling, leading to a potentially destructive habit.
Fashion is another key part of horse racing. Students are encouraged to ‘dust off [their] flat caps’ and ‘don [their] dresses’, as Invades makes it clear that the outfit is integral to the experience of the races. In an article from The Tab Exeter, several of the students interviewed said that their outfits cost upwards of £100, with one student spending over £700 on a new suit for the event. This further adds to the inaccessibility and ‘FOMO’ of the event, creating the atmosphere that a new outfit is completely necessary for this one-off event. By encouraging themed outfits, it’s possible that many of these clothes will end up being worn once and then thrown in landfill, contributing to a negative environmental impact.
According to GreenPeace, between 8 and 10% of annual global carbon dioxide emissions are produced by the fashion industry, with fast fashion having an increasingly larger role to play in this. The act of buying a themed outfit, wearing it once, and then chucking it away only fuels this throwaway culture, resulting in underpaid factory workers producing low quality garments in the name of a student having a new outfit for the races. If you’re thinking about going to the races this year, why not try shopping in your friends’ wardrobes for outfits, or looking in your local charity shop to find some fun new pieces!
Eluned Darwin Goss
Xander Brett
As well as the human elements of the racing, it’s important to remember why everyone is there: the horses. The British Horseracing Authority works with the RSPCA and the National Equine Welfare Protocol to protect the animals, but even this isn’t enough. According to World Animal Protection, horses often suffer life-ending injuries at races, and many don’t even make it that far, with horses that aren’t up to speed being referred to as ‘wastage’. This disposable attitude is extremely harmful, leading racehorses to be seen as commodities rather than animals.
So, is it all worth it? On paper, Invades has done a brilliant thing, by opening up a previously exclusive and prestigious event to students on a lower budget. However, the reality of the races includes the pressure to buy a completely new outfit, a desire to gamble, and a lack of concern for animal welfare. With all this in mind, it seems as though the races are another event marketed and catered towards middle class students, with no consideration of those who face financial struggles at university.
Featured image: Unsplash / Eleni Koureas
Will you be attending the races this year?
