In the Kempton Park 'Thrill of the Chase' promo, spectators will get their money back if they don't get excited by the on-track action on Racing Post Chase Day (February 26th). Racegoers who buy a ticket can register their interest for the offer online. Ten random racegoers will be selected and monitored by a team of scientists. If as a collective they don't show physiological signs of thrill, they'll all get a refund.
The offer is inspired by recent Mindlab International research that reveals horse racing is more thrilling than football, tennis, boxing and F1 racing, as it stimulates the brain and increases heart rate, blood flow and perspiration.