Betfair, one of the world’s largest online betting communities, has hired The Red Consultancy to enhance the appeal of TVG, its recently acquired US interactive horseracing network. 

Red has been tasked with attaching some youthful energy to the sport to recruit new fans to racing as well as help older fans become comfortable with using online tools. Its strategies will include bringing attention to the intellectual challenge of the sport and addressing the stigma that surrounds betting on horses that other sports, like college basketball, do not face as strongly.

Betfair processes about five million transactions a day from its two million registered users worldwide. Earlier this year, the company acquired TVG, which combines televised coverage from more than 60 of America's tracks with wagering from home online and by phone. The company acquired TVG primarily because wagering on horse racing is currently the only sport in the US where online betting is legal.