In its desperation to make the sport fun, thoroughbred racings marketing gurus have gone wild. They have the right intentions, but a bass-ackward approach to creating excitement. http://deadspin.com/sports/bikini-racing/we-hoped-you-nailed-the-exacta-264035.php

Racing wont become more engaging to fans by adding on gimmicks like bikini races and rock concerts to the product. Its the product that needs to be altered. What is more boring than having the same thing happen over and over? The horses parade to the post, they enter the starting gate, and the fastest one wins its been that way for 200 years!

People dont have fun at the racetrack. They get their dopamine pumped by the small victories they encounter along the way to defeat. Horse racing is like video games or golf intellectual engagements that can never result in complete satisfaction; thus, the intrigue.