Horse racing and the growth of hashtag activism

The Melbourne Cup is Australia’s pinnacle horse racing event, attracting more than 80,000 physical attendees each year (pre-COVID-19), as well as numerous others watching via live broadcasts around the country and overseas. In recent times, however, there have been growing calls to boycott the event, following concerns over the treatment of horses. New hashtag movements lobbying against horse racing have also emerged, aided by the affordances of social media. However, very little attention has been paid to these digital movements in the animal-based leisure and recreation literature. In this study, we investigate one such growing movement, namely, #Nuptothecup. We explore how horse racing is framed by digital activists, revealing their moral, socio-cultural, and political objections. Our findings suggest a societal shift towards a strong animal ethics sentiment combined with a more generalised disdain towards the racing industry and its wider societal ramifications. We argue that if #Nuptothecup and related activisms continue to gain momentum, the Cup may eventually lose its social licence to operate. Further, we consider potential opportunities for managers to reinvent horse racing’s image and practices, if it is to secure its survival as an Australian recreational institution.