Frankie Dettori recently announced he has scrapped his plans on retirement and is heading to the US to continue his riding career next season. Finance expert Dr Rob Wilson recently spoke with Grosvenor Sport, discussing the impact Frankie could have in the US:
- How Frankie could have the same impact as David Beckham and Lionel Messi
- The potential of a Netflix-esque docuseries on the jockey
- How Dettori’s backtrack on retirement is financially positive for the racing industry
Frankie’s Potential Impact In The USA
“In terms of recognisable, iconic athletes, Frankie Dettori is one of the most recognisable jockeys in the world. I’m not sure if I would put him on the level of David Beckham or Lionel Messi but he is recognised globally and you would imagine that many people would be engaged in his progress and watch him next season.
US broadcasters like to hang their investment potential on recognisable, global superstars and we have certainly seen that since Inter Miami signed Messi, how those rights have changed and new demographics have been engaged and new people have been absorbed into MLS with Messi plying his trade there.
I think we will see a similar trajectory with racing in the US, those broadcasters will be able to leverage Dettori’s personality, his image and his successful racing career around the world but especially in the UK and Europe, and that should be hugely beneficial for them and for him.”
A Frankie Docuseries Is Inevitible
“The big changes we have seen in the sport broadcasting market is moving away from live spectator sports to on demand content, content that gets behind the scenes and follows athletes being conditioned, training, even what they do in their personal lives.
I dont think it’s too far a stretch to suggest that Netflix, Apple or Amazon Prime could sign up to a Dettori docuseries to follow his re-engagement in the industry and could certainly explore those new relationships in the US markets – that could make compelling viewing.
Netflix’s download rates for the new Beckham documentary has been very high and you can imagine Dettori would have a similar allure to those who watched that series as well.”
Dettori Can Be The Next US Sporting Superstar
“Superstars in competitions like the NFL, the NBA, to a lesser extent baseball and soccer mean the market is quite populated, it is concentrated around certain athletes. Frankie will have to work very hard with his advisors on breaking into that market but racing isn’t well represented when you consider the global superstars, so he may be able to gain a level of competitive advantage being that he is from a different sport. If he realises some of the sporting potential he has achieved in Europe then the US market will take to him quite quickly.”
Scrapping His Retirement Is A Financial Boost To Racing
“Frankie Dettori’s decision to continue racing is excellent news for global horse racing. It’s good for him personally and any horses and stables he decides to support. The world will take notice, he is a legend of the sport and they will look forward to seeing him compete at the highest level. In terms of sponsorship and betting revenue, that will increase as you’d imagine as a result.
It’s difficult to put a price on global revenue that his return will generate but the uptick in betting revenue, and ability for racecourses will run into the tens of millions over a racing season. Naturally, his success on what he rides could he increase or decrease, if he’s not as successful.”
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