Five year deal for international rights takes effect this month


Ascot Racecourse has appointed international horseracing media rights agency HBA Media to market its global media rights.

HBA Media will be responsible for the distribution of Ascot’s non-betting international media rights portfolio, including Royal Ascot, as well as all Flat and National Hunt Racing, excluding QIPCO British Champions Day.

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The five year agreement takes effect this month. The international media rights were previously held by Pitch PR and Racecourse Media Group.

The deal does not include UK rights, which are currently broadcast by ITV and Sky Sports Racing.

HBA chief executive Henry Birtles said: “These are very exciting times for horseracing, with the emergence of so many new platforms and opportunities, through which we can now promote our great sport to the audiences we have all strived to reach.

“With sports rights, the power is in the collective and we can now leverage sales for individual clients through the growing collection of showcase international races HBA Media has the honour of representing.”

HBA handles the international rights to other horseracing events including the Pegasus World Cup, the Saudi Cup, the Breeders Cup, and the Melbourne Cup.

Juliet Slot, chief commercial officer at Ascot, said: “We are confident that Ascot will benefit hugely from this exciting new venture.”