The majority of us will have been to a supermarket and tried a free sample of cheese or even a thimble full of new age wine. Why do we engage in this behaviour …? The perception is that we are gaining an ‘experience’ without losing (i.e. costing us); with the hope of persuading us to purchase. In an unprecedented move for a British spectator sport, 25...

I am not bias, but horse racing is the greatest sport in the world! Officially it is the second biggest sport in Britain after football in terms of TV audiences, revenue and attendance. In 2008 horse racing had four of the top eight attended sporting events in the UK with total attendances of nearly 6 million.

At present we are in challenging global...