Ascot Racecourse has secured international distribution for this year’s Royal Ascot meeting as British horse racing as a whole continues to push its global image.
Taking place 18-22 June, Royal Ascot is one of the biggest meetings in the UK horse racing schedule, alongside the Grand National, Cheltenham Festival and Epsom Derby.
To ensure broad engagement with its flagship race, Ascot has renewed its long-running UK contract with ITV whilst also signing some high-profile overseas media partners. In the UK, ITV’s renewal marks a continuation of its eight year coverage of the race.
Furthermore, British racing coverage will be complemented by streaming deals with Virgin Media and Sky Sports racing. Televised coverage will be conducted by ITV Racing on ITV1 and ITV4 across the five day event.
UK racing has faced declining attendees over recent years and stands at an impasse regarding its financing, having been heavily dependent on bookmaker levy contributions, media rights sales and sponsorship.
Against this backdrop the sport has been seeking new ways to engage audiences, particularly younger ones.
For this year’s Ascot, rights holder HBA Media aims to strengthen engagement via daily-five hour coverage on ITV’s ‘World Feed’; a one-hour commentary show, ‘The Golden Hour’; and a documentary about the sport’s female stars, ‘Queens of the Turf”.
Henry Birtles, Chief Executive of Ascot rightsholder and distributor HBA Media said: “We are delighted to have extended our working relationship with Ascot Racecourse for a further four years (2024 – 2027) and are immensely proud of the distribution achieved for the Royal Meeting.
“Championed by HBA, the enhanced World Feed and the co-produced Golden Hour now befits the international audience and the commission of Queens of the Turf documentary ensures that Royal Ascot is the jewel in the racing calendar for their broadcast partners.”
Outside the UK, Ascot’s international media partners this year are extensive. In the US, NBC and its sports streaming service Peacock have been named broadcast partners. Canada’s Rogers will provide coverage there, whilst ESPN and SportsMax will broadcast in Latin AMerica and the Caribbean.
In Australia, Channel 9 will showcase the full meeting alongside Sky Thoroughbred Racing Central and Entain Australia – in a move indicative of the sportsbook group’s growing ambitions for a media presence in the country.
Overall, 30 broadcasters to will cover Royal Ascot this year, spread across 180 territories and six continents.
“It is fantastic to see the interest and engagement in Royal Ascot continue to grow to record levels,” added Felicity Barnard, Commercial Director and Deputy Chief Executive at Ascot Racecourse.
“The global nature of the meeting is so important, and we are thrilled that there is such a wide range of broadcasters planning to showcase the week once again.
“From world-class racing to unique, behind-the-scenes content, we look forward to ensuring the millions watching around the world enjoy another memorable Royal Meeting.”
