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SARGA.CO – Equestrian sports, especially horse racing, have long been labeled as activities for the wealthy. With VIP tents, expensive horses, and an exclusive image, many still believe horse racing is far out of reach for the middle and lower classes.
But that perception was firmly dismissed by the Chairman of PP Pordasi, Aryo Djojohadikusumo, during the Indonesia’s Horse Racing (IHR) Hamengku Buwono X Cup 2025 at the Sultan Agung Racecourse, Yogyakarta, recently.
Aryo emphasized that racehorse owners are not only from the ultra-rich. In fact, the industry is becoming increasingly accessible to the public.
As proof, the ticket prices for the IHR HB X Cup vary widely — starting from just Rp30,000 all the way up to Rp3 million for VIP visitors seeking a more exclusive experience. Aryo compared these prices with major sports events: MotoGP tickets can reach tens of millions; Liga 1 tickets can cost hundreds of thousands, while horse racing starts from Rp30,000 — and even includes free-entry options.
“Is there such a thing as a free ticket at MotoGP or F1? Definitely not. But in horse racing, there is,” he said.
Aryo added that being a racehorse owner is even cheaper than running a football, volleyball, or basketball club.
SARGA.CO Boosts Audience from 5,000 to 20,000
SARGA.CO’s VP of Marketing & Operations, Kevin Jonathan, stressed the company’s commitment to changing public perception about horse racing.
The impact is clear. Before SARGA.CO entered the industry, the average audience per event was only around 5,000 people. Now, the number can reach up to 20,000 per event. Kevin also dismissed the idea that you need to own a horse to enjoy horse racing.
“If we’re talking about expensive, yes, buying a horse is expensive. But you don’t need to own one to enjoy horse racing. Just come and watch — that’s enough to enjoy it,” he emphasized.
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