Matt Dawson is new presenter for Channel Four Racing

(More to racing than meets the eye: Jon Mcririck will present alongside Matt Dawson)

Celebrities are key to Racing's success

What a great idea by Channel Four bosses to introduce ex-rugby player Matt Dawson to the presenting line-up. This afternoon's coverage of the Glorious Goodwood Festival featured Dawson alongside the usual presenters discussing his experiences during his first week in the industry. It was good to hear that racing now has more of an appeal to him than a week or so before Goodwood.

"There are so many things that affect the winner of a race", said Dawson "Before I read the racecard and looked at the form and decided which horse was going to win, but it is about preparations, conditions, how they are in the parade ring".

Dawson has clearly already created positive vibes for horse racing through his addition to the team. Taking celebrities from other sports could be the way to attract younger viewers but imagine the effect someone from the football world would have on younger viewers. Maybe Michael Owen could be approached, with his love for racing this could be an ideal opportunity to attract new audiences.

Ex-snooker player John Parrott is another example of presenters from other sports making the connections for different fans, maybe Ronnie 'The Rocket' O'Sullivan could guest present the Morning Line.

The lack of competition for Channel Four now that the BBC have such limited coverage of the sport suggests they are open to any ideas that may improve audiences of the sport. Of course some of Channel Four Racing's traditional viewers may be pessimistic about new ideas to attract new fans but unfortunately this is what it may take to build larger fan bases.

So, well done Channel Four for making attempts to re-invent the sport and bringing it to a younger audience, what is left to do is the marketing of it at the right times. It helps that the football season is not in the way of a Saturday afternoon just yet. Could it be advertised between episodes of The Simpsons and Hollyoaks midweek? Maybe not just yet. Let's hope Matt Dawson appeals to younger viewers or we may see Homer Simpson costumes in the grandstands.

('DOH' nt' you fancy a day at the races?: Homer may appeal to new fans)