Advanced Television

Ascot Racecourse extends HBA Media partnership

November 30, 2023

Ascot Racecourse and HBA Media (HBA) have extended their international media and distribution rights agreement with a newly awarded four-year-term.

The deal will run from January 2024 till the end of 2027 and includes all five days of the Royal Meeting. The agreement also covers the King George VI and Queen Elizabeth QIPCO Stakes and the Dubai Duty Free Shergar Cup, as well as all Flat and Jumps fixtures held at Ascot Racecourse.

HBA has distributed Ascot’s international media rights since 2020. This year, the Royal Meeting benefited from increased global exposure with a combined total of 25 international broadcasters airing coverage across 176 territories. HBA and Ascot Racecourse also worked collaboratively on the Royal Ascot Golden Hour, an international live programme around the Gold Cup during the Royal Meeting, with HBA also advising on additional World Feed production.

Royal Ascot and Ascot’s other principal racedays feature strongly within HBA’s portfolio of international horse racing. HBA also hold partnerships with RMG across British, Irish and selected international racing, as well as the Breeders’ Cup, Victoria Racing Club, France Galop, Jockey Club of Saudi Arabia (JCSA), 1/ST Group, Hong Kong Jockey Club and US Triple Crown rights holders NBCU and Fox Sports to offer broadcasters access to the sport’s finest events within one package.

Henry Birtles, CEO of HBA Media, said: “We are absolutely thrilled to have renewed our partnership with Ascot Racecourse.  Over the course of the last four years, we have grown the global distribution of Ascot’s prestigious events, culminating in a record number of international broadcasters for the 2023 Royal Meeting. Alongside our distribution, we are looking forward to continuing our excellent collaboration with Ascot on their world-class production across their fixtures. Broadcasters are now benefiting from enhanced World Feed programmes, bespoke international shows and an enviable slate of supporting content that showcases the sport of horse racing and the Ascot brand at its best. It is a great privilege for HBA Media to represent Ascot Racecourse, and we are honoured to extend our partnership so we can uphold the global visibility and commercial value of its races in the coming years.”

Felicity Barnard, Deputy CEO and Commercial Director at Ascot Racecourse, added: “We are delighted to extend our agreement with HBA Media for another four years and look forward to working closely with hem throughout that time to showcase Ascot to the world.  The reach for Royal Ascot in particular continues to grow and we are excited to build on the success of the Golden Hour to offer international broadcasters more bespoke content.”

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