New horseracing package to pitch BBC against C4

Sovereign Series

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The BBC and Channel 4 are facing a bidding war for the rights to show 10 of the UK's biggest horse races, which are planned to be sold as a package for the first time.

The Sovereign Series was launched this week with the backing of the British Horseracing Authority and comprises 10 races that are currently split between the two broadcasters - with the BBC airing four and C4
screening six.

The races include the Derby, the Queen Elizabeth II Stakes at Ascot and races at Goodwood, Sandown, Newmarket, York and Newbury. ITV and Five could also bid, despite not currently carrying horseracing.

Racing UK has commissioned David Kogan, who liaises with broadcasters over events such as the FA Premier League, to handle the terrestrial broadcast rights through his firm Reel Enterprises Limited. Kogan was also launch managing editor of GMTV and is a former news producer.

The series of races will begin in May 2010 with a three-year terrestrial rights package up for grabs.

Racing UK has traditionally negotiated the rights to all 10 races, except for Ascot, which is handled by the racecourse. Under the new agreement, Kogan will sell Ascot's rights on its behalf.

Kogan's involvement signals the BHA and Racing UK's desire to bring the races to the mainstream, ultimately as the horseracing equivalent of Wimbledon or The Open. This has also influenced Racing UK's plan to offer them as a package.

"This option makes sense because we are trying to take racing to a broader sports audience," said Racing UK chief operating officer Andrew Brown. "Having one broadcaster will make this much simpler."

Under the Sovereign Series rules, points will be awarded according to a horse's placing in each of the races, with the winner being crowned the British champion flat racehorse for the season and winning £2m.