According to a report on guardian.co.uk, after many months of interviews and workshops with racing professionals, racegoers and punters, British horse racing is being re-branded via a five-year, £250,000 initiative

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The guardian.co.uk article states that the marketing plan -- devised with the help of Harrison Fraser -- hopes to re-brand British horse racing as a 'new British Classic,' similar to the resurgence of the 'Mini' or 'Dr. Who.'

Harrison Fraser's research states that roughly 10 per cent of the British population goes to the races at least once a year. The research also states that at least a percentage of the internet generation must be recruited or else the sport will inevitably decline.

"If racing came to life as a person," John Harrison, one of Harrison Fraser's senior partners, explained, "we think it would be a bit of a 'Brian.' Brian is traditional and British, and thinks in quite an old-minded way. He's got a group of friends that are very loyal, and when they get together they have a fantastic time, but then talk in a language that no one else can understand."

Click here to read the guardian.co.uk article in its entirety.

(With files from guardian.co.uk)