Broadcast Sport speaks to the production company about its plans for the annual dog show
Over 150 production staff are currently at the NEC in Birmingham for the biggest dog show in the UK, Crufts, producing coverage for Sunset+Vine to deliver to Channel 4, YouTube and international broadcasters on behalf of the Royal Kennel Club.
They have the task of covering the almost 19,000 dogs taking part in the annual event, with extra global interest thanks to a record 4,299 overseas entries. Taiwanese broadcaster ELTA has joined those acquiring the world feed, and executive producer Stephen Booth says interest from Southeast Asia is particularly strong. “I was working in Malaysia on cricket a couple of years ago, and I walked past a pet shop which had a big picture in the window showing the Crufts Best in Show winner from 2024, which made me do a double take.”
The international broadcasters will have their pick of the live content from the four-day show, which is also being shown via a live stream on YouTube. UK viewers can also watch 17 hours of programming on Channel 4 and More4 from 5-8 March.
Three OB trucks, 22 cameras and over 15,000m of cabling is being used to deliver this content, which for sport specialist Sunset+Vine, “differs from everything we do. It throws up different challenges from everything else that we do,” according to Booth.
He continued, “Things like fly ball and even the group judging would definitely be classed as sport, and it will be treated as such, but there’s no doubt it’s wrapped up within an entertainment program as well.”
This aspect is boosted by the addition of Claudia Winkleman to the presentation team for 2026, who Booth explained is their, “eyes and ears,” on the show floor. Clare Balding fronts the coverage, alongside Ellie Simmonds and Radzi Chinyanganya – the former of which will again be presenting her fan-favourite Dog Of The Day, alongside a new Sunday feature, My Dog Look-a-Like, and an interactive social board highlighting viewer contributions.
While Booth is looking after the linear broadcast, senior digital strategist Will Godsiff will be targeting audiences across social platforms, including the YouTube live stream and a particular focus on TikTok.
Archive content has been put to use in a 24/7 livestream in the build up to Crufts, combined with regular uploads and the addition of, “a lot of educational content,” compared to previous years. Godsiff expects views on digital platforms to break 30 million since January.
Ray-Ban Meta AI glasses are being used to bring viewers closer to the action than ever before, allowing judges and competitors to film content directly from the event. “It’s always been quite difficult to explain what it’s like to be at Crufts, you don’t quite pick up on the scale until you’re there, or the cacophony of noise, or what it’s like being on the green carpet itself,” said Godsiff.
A dedicated TikTok producer is onsite to compliment this content, looking for entertaining stories as well as sporting ones. Godsiff explained, “We’re fighting against Premier League football highlights or light entertainment news, so we’ve always looked to try and make ourselves entertaining and memorable.”
This content isn’t just used for TikTok, with Booth having access for the broadcast if wanted and Godsiff also revealed, “We’ve seen our TikTok content bleed into Instagram, and it has done incredibly well there.”
Altogether, Sunset+Vine are aiming to bring Crufts to modern audiences while keeping the traditions that have made it so well known. Booth summed up, “We’re enormously excited that Crufts is here again. It is always a privilege to broadcast the world’s greatest dog show. Our team of experts is ready to cover every facet of the event, from serious discussion to lighter moments, culminating in the all-important group judging and Sunday’s Best in Show.”
While Diana Keen, senior production manager, added: “Our long-standing relationships with Channel 4 and The Royal Kennel Club allow us to anticipate needs, solve challenges efficiently and maintain the high production standards Sunset+Vine is known for. It’s incredibly rewarding to continue growing alongside partners who share our commitment and passion for Crufts.”
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