Premier Greyhound Racing (PGR) has secured a major boost to UK greyhound racing’s visibility via partnerships with Sky Sports Racing and attheraces.
Commencing on 1 January 2024, the Sky Sports arrangement will encompass daily coverage of UK greyhound meetings alongside a red button channel where fans can view live races.
Additionally, the partnerships will also see PGR’s data-backed products introduced into Sky Sports coverage and on the greyhounds.attheraces.com website, the latter including graphics for form, statistics, racecards, bet prompts and race predictors.
“We are thrilled to partner with Sky and Sky Sports Racing, well known for its high-quality horse racing broadcast and digital coverage in the UK and Ireland,” commented Mark Kingston, PGR Director.
“Viewers will be able to enjoy more live greyhound racing than ever before, tracks from all over the country will be showcased and we hope this significant partnership will help extend the reach of the sport, attract more fans and secure a bright future for the industry.”
A final element of the agreement with attheraces will see the latter commit to investment and development of its greyhound racing offering over the coming 18 months, followed by a site rollout planned in autumn 2024 as the ‘second phase’ of the plans.
The partnership builds on PGR’s previous efforts to facilitate greater exposure to UK greyhound racing through a media strategy. The group’s Chair, Lord David Lipsey, outlined its media approach to SBC News back in February.
Later in the year, PGR Managing Director Gary Nash would provide the iGaming Daily podcast with a breakdown of how PGR works to ensure information on greyhounds – such as form and data – is made easily available to new bettors.
Meanwhile, for Sky Sports, the agreement marks the latest in a series of commercial partnerships signed by the network, part of global broadcasting giant Sky. In recent months, it has entered into high-profile deals with the WTA and ATP – focusing on the launch of a new tennis channel – and a UK&I agreement with the ONE Championship MMA promotion.
James Singer, Commercial and Media Rights Director, Sky Sports Racing, said: “This partnership is great news for our viewers and users who will have access to dedicated greyhound racing coverage for the first time on the red button and via a new website destination which we aim to develop much further over the coming months.
“Our own research shows there is a strong appetite for it. We fully support PGR’s intentions in properly showcasing the sport as well as its crucial commitment to welfare and ensuring that greyhounds have the best experience during their career and into retirement.”
