A Boost for Horse Racing TV and Sky Business Partnership

This renewal marks an important point in the relationship between Horse Racing TV and Sky Business. The renewed contract secures Sky Business to remain the exclusive supplier of Horse Racing TV in the hospitality sector. The partnership has been in existence for the better part of a decade, with the new agreement extending it till at least 2028 and creating real opportunity for the sport and its commercial partners, particularly pubs and clubs.

The deal represents a significant development for the hospitality industry, especially considering horseracing’s important role in driving customers and engagement in pubs and clubs across the UK. Horse Racing TV broadcasts more than 8,000 live races each year, featuring over 90% of all Grade/Group One races the highest class in the sport from some of the UK’s most famous racecourses, such as Cheltenham, Aintree, Newmarket, Epsom, York, Goodwood, and Sandown.

Nick Mills, chief executive officer for Racecourse Media Group, expressed great pleasure in the renewal, stating that this agreement would have Sky Business and Racecourse Media Group partners for 15 years by the end of 2028. He emphasized that this long-standing partnership shows mutual benefit to both parties in their dealings. “The consistent high-quality content we provide, combined with the service Sky offers to their customers, has allowed us to serve over 10,000 pubs and clubs across the UK,” Mills stated.

The successful partnership can thus respond to the specific needs of the hospitality trade. Horseracing is one of the only sports that have been consistently and regularly broadcast throughout the year, hence providing huge asset value for pubs and clubs on weekdays when other available sports may not be that popular. For many of these venues, offering live racing content provides a steady source of revenue even during typically quieter periods.

Besides that, the partnership also leverages opportunities presented by special days observed in the horseracing calendar. As a festival, interest grows not just in the Grand National and Royal Ascot but also in themed events organized by the pubs and clubs that foster a sense of community among the horseracing patrons.

In addition to the commercial advantages of the partnership, Horse Racing TV and Sky Business are once again running the “Racing Pub of the Year” competition. This competition invites pub-goers across the UK to vote for their favorite venue to watch live horseracing. The winner will receive various prizes, including racing-themed branding, a 1,000-bar tab, a spot on Horse Racing TV’s Friday evening show, and a feature segment that will air on the channel.

This effort aims to increase awareness among the hospitality side of the horseracing industry, while also celebrating the important role played by pubs and clubs in promoting horseracing. It gives the venues increased visibility and exposure on a national platform, engendering relationships with an audience of horseracing fans. By providing racing-themed content, Horse Racing TV is helping these venues build a stronger identity within their local communities.

James Tweddle, Director of Hospitality at Sky Business, explained the importance of such initiatives, saying, “We’re committed to providing our customers with content that helps them bring more people through the door, who spend more and stay longer.” He added that horseracing offers a unique opportunity for pubs to attract more customers during quieter times, making Horse Racing TV an ideal partner for venues looking to increase their foot traffic and customer engagement.

Horse racing in the UK is one of the most welcomed sports; however, attracting a younger audience has become a serious concern. The old age group makes up the majority of the sport’s fan base; nevertheless, the racing industry has now become aware that it should attract a new generation.

In October, Insider Sport spoke to Joshua Sparke, director of procurement and business development with LiveScore Group, about the steps that the sport could take to better engage the younger viewer. Young, tech-oriented sports fans have changing viewing habits and an increasing tilt toward digital platforms, therefore horseracing must change to capture their attention.

Activities aiming to attract the younger crowd will make great use of digital media, social platforms, and interactive fan experiences. To make horse racing and the sport more engaging and accessible to younger viewers, the horseracing industry needs to update its presentation to ensure its long-term sustenance and relevance amidst rigged competitor entertainment markets.

With Horse Racing TV and Sky Business remaining partners, pubs and clubs can expect to receive help and solid content ongoing in order to engage and make money. This partnership further emphasizes the role of horseracing in the wider hospitality world as these venues’ much-needed source of entertainment and community engagement.

The success of the Racing Pub of the Year competition demonstrates the strength of the connection between Horse Racing TV, Sky Business, and the hospitality sector. Moving forward, the collaboration promises to deliver even more growth opportunities, particularly as the industry continues to adapt to the evolving preferences of younger audiences. With consistent content and innovative strategies, Horse Racing TV and Sky Business are well-positioned to contribute to the ongoing success of horseracing in the UK.