To say British sports is a varied scene is an understatement, but while some of the country’s most popular sports including football, rugby and cricket enjoy global attention, there are plenty more niche sports like rowing that enjoy considerable attention.
The Oxford v Cambridge boat race is one of the most notable fixtures, but the sport’s calendar includes other heritage events like the Henley Royal Regatta – but how can these events gain more exposure, and what can other smaller sports learn from them?
Richard Phelps, Chair of the Henley Royal Regatta, who started the role last autumn, tells Insider Sport that last year’s Paris Olympics was a monumental moment for more niche sports like rowing….
Congratulations on your new Chairship, Richard, and thanks for speaking with us. To get started, what in your view makes Henley Royal Regatta stand out from other prominent events in this sport?
Thank you. Henley Royal Regatta is a jewel in both the summer sporting calendar and the British social season. With roots going back to 1839, it has stood the test of time. Our rich history and tradition sets us apart as one of the longest-standing and most prestigious rowing events in the world.
What makes Henley truly special is the sense of history and heritage that every competitor experiences. Athletes feel they are part of something greater – a legacy that spans generations. The camaraderie and bonds formed here often last a lifetime.
Rowing is quite a niche sport; what plans do you have for expanding the Regatta’s reach and visibility?
Our broadcast operation plays a crucial role in expanding our reach, allowing millions to follow the Regatta online for free.
We are continually enhancing our digital strategy to engage global audiences through streaming and social media, making the sport more accessible to fans worldwide.
At the grassroots level, the Henley Royal Regatta Charitable Trust has invested over £6m in order to support the future of rowing in the UK. Through funding initiatives and partnerships with schools, we aim to make rowing more accessible, breaking down barriers and opening opportunities for young people, still in education or training.
Your family has a strong historic connection to rowing; how can the sport leverage its history and legacy in a commercial sense?
Rowing’s deep heritage is a major draw for brand partners who seek to align with tradition and authenticity. Our legacy appeals to luxury and heritage brands, amplifying the Regatta’s prestige.
We leverage our digital channels to share historical milestones and stories, engaging audiences beyond those with a personal connection to the sport. Additionally, rowing has a real Corinthian spirit and the Regatta represents a standard of behaviour and level of integrity for doing things for the right reasons, which also resonates with commercial partners who value authenticity and excellence.
The Paris Olympics saw the spotlight shine on a lot of different sports. Have you experienced an uptick in engagement with rowing as a result of the event?
Like many sports, rowing will have seen increased interest and participation following the Olympics, helping to inspire the next generation of rowers.
This includes at the grassroots level where the Henley Royal Regatta Charitable Trust is very active and will be supporting the development of that generation through essential funding.
With respect to the 2025 Regatta, we anticipate a strong showing from Paris 2024 athletes and look forward to following their journeys.
How can rowing build on engagement experienced during major events like the Olympics to further grow its status?
Rowing can capitalise on events like the Olympics, Henley Royal Regatta, Head of the Charles, and The Boat Race to raise its profile and attract high-calibre partners who can further amplify its visibility. The Boat Race – which recently signed CHANEL as its new title sponsor – is a prime example of leveraging brand partnerships to attract new audiences.
Henley Royal Regatta offers a unique platform, with our broadcast capturing crews, clubs, and athletes for tens of thousands of spectators. Our social media channels help keep the spotlight on Olympians who compete at Henley, extending their narratives and engaging new audiences. Many of our Stewards are also ex-Olympians, and we tap into their experiences to enrich our content output, sharing their stories to further inspire and engage.
Cross-event collaborations with national teams and international rowing federations can also foster year-round engagement, bridging the gap between the Olympics and other major events.
