Ascot and At The Races announced on Thursday that the two organisations have agreed to extend their exclusive domestic pay television deal until at least 2024.
The new agreement covers Sky Sports Racing broadcasting live coverage from all of Ascot’s 25 annual fixtures as well as At The Races continuing to manage the licensing and distribution of Ascot races for live streaming to UK betting operators under a separate agreement.
Julie Slot, Chief Commercial Officer at Ascot, said: “We have developed an excellent partnership with the whole team at Sky Sports Racing since re-joining the refreshed channel last year.
“The growth in their audiences across our time as out Pay TV partner has supported our desire to bring Ascot and all our annual racing to a broader, wider consumer base alongside our terrestrial partner ITV; reaching new audience is an important part of our brand strategy.
“Alongside the excellent racing broadcast we benefit from the strong digital audiences with attheraces.com and the broader promotional support from the Sky Sports portfolio. It is a huge pleasure to be announcing this extension to the end of 2023 prior to my departure from Ascot.”
Rob Webster, Managing Director, Sky Sports added: “We are delighted to be renewing our partnership with Ascot Racecourse to an additional three years. Sky Sports has supported horse racing for over two decades and it’s a sport we’re very passionate about.
“Sky Sports Racing continues to provide a platform for the best of international horse racing and meetings from Ascot racecourse are a key part of our offering to our customers.”
At The Races Chief Executive Matthew Imi said: “Sky Sports Racing has been a real success in just a year and a half and our partnership with Ascot Racecourse has been an important factor.
“3.3 million UK viewers tuned into the channel between April and June and over 1.9m on average each month this year, despite the obvious impact of Covid-19 on domestic racing.
“We have helped Ascot grow some of its key media rights revenues in a short time and we will continue to use our pay TV and digital platform as well as the support of Sky Sports and Sky Sports News to drive profile and exposure for all Ascot events.”