Sport of kings a lure for nouveau riche

But for industry eager to cash in on interest, betting remains missing link

The interest of China's middle class in equine sports is quickly growing as they look for new ways to enjoy their wealth, similar to how they have taken to leisure activities such as golf and sailing. Horse-riding is already a common tourism activity in many Chinese cities, and spectator sports such as horseracing and equestrian shows are now becoming popular.

Equine sports also have a strong social and networking element because they have a culture of exclusivity internationally, which suits China's newly wealthy middle class.