It's been discussed on this board before, but, growing up we would get a ticket with numbers for five horse races at the grocery store when you bought a certain amount of food and then on Thursday evening there was a 30 minute horse racing show and if your horse won you would get discounts or prizes.
It was great and I believe sucked me into the sport. I think I was 8 years old
If this was done and refined it would bring horse racing into the mainstream and people love to win things so I think you'd get an audience.
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