Royal Ascot

Ascot Racecourse extends Sky Racing deal

Ascot Racecourse has extended its existing partnership with Sky Racing and Attheraces.com.

Through this, all 25 of the course’s annual fixtures will receive coverage until at least 2024.

The agreement covers non-terrestrial TV in both the UK and Ireland.

Under a different long-term agreement, At the Races will continue its licensing and distribution obligations for streaming races to operators in the UK.

Going from strength-to-strength  

At the Races Chief Executive Matthew Imi said the following.

“Sky Sports Racing has been a real success in just a year and a half and our partnership with Ascot Racecourse has been an important factor. 3.3m UK viewers tuned into the channel between April and June and over 1.9m on average each month this year, despite the obvious impact of Covid-19 on domestic racing.

“We have helped Ascot grow some of its key media rights revenues in a short time and we will continue to use our pay TV and digital platform as well as the support of Sky Sports and Sky Sports News to drive profile and exposure for all Ascot events.”

“It’s a sport we’re very passionate about” 

Sky Sports have also shared their thoughts on the partnership extension. Managing Director Rob Webster expressed his delight at continuing to offer extensive horse racing coverage.

“We are delighted to be renewing our partnership with Ascot Racecourse for an additional three years. Sky Sports has supported horse racing for over two decades and it’s a sport we’re very passionate about.

“Sky Sports Racing continues to provide a platform for the best of international horse racing and meetings from Ascot Racecourse are a key part of our offering to our customers.”

Meanwhile, Ascot Chief Commercial Officer Juliet Slot had the following to say.

“We have developed an excellent partnership with the whole team at Sky Sports Racing since rejoining the refreshed channel last year.

“The growth in their audiences across our time as our Pay TV partner has supported our desire to bring Ascot and all our annual racing to a broader, wider consumer base alongside our Terrestrial partner ITV, reaching new audiences is an important part of our brand strategy.

“Alongside the excellent racing broadcast we benefit from the strong digital audiences with attheraces.com and the broader promotional support from the Sky Sports portfolio. It is a huge pleasure to be announcing this extension to the end of 2023 prior to my departure from Ascot.”

Earlier this year, the Betting and Gaming Council launched an initiative for Royal Ascot. This resulted in £250,000 being raised for charity.

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