Bookies prepare for ‘jewel in the crown’ as Ascot gets wide media coverage

This year’s Royal Ascot will be shown in more than 180 territories through 30 broadcasters, providing another opportunity for bettor engagement and revenue generation for bookmakers globally.

HBA Media has been organising the distribution of widespread coverage on behalf of the Berkshire-based track ahead of the event, which begins tomorrow (17 June) and runs until Saturday (21 June).

Frank Sale, CEO of HBA Media, explained that the brand takes pride in further amplifying the worldwide presence of Royal Ascot every year.

He said: “The sustained strength of our international distribution reflects not only the prestige of the Royal Meeting but also the depth of our partnerships across the broadcast landscape. 

“Through compelling programming such as CJR90 and The Royal Procession, we’re not just expanding the event’s global footprint – but focusing our attention on ensuring we resonate with audiences around the world with engaging programming.”

Along with ITV Racing Sky Sports Racing and Virgin Media, this year’s coverage includes five new broadcasters – Abu Dhabi Media (Yas TV) (MENA), Charlton (Israel), FanCode (India), WeDo Asia (Southeast Asia) and D-Smart (Turkey). 

In the US, NBC and Peacock will broadcast the entire meet, whilst ESPN will be catering for Latin and South American fans. Further broadcasters include RAI for Italian fans, Polsat in Poland, WeDo Sport in Germany and FanCode in India, to name a few.

“We’re incredibly proud of Royal Ascot and the enduring appeal it continues to hold for audiences around the world,” detailed Johnathan Gregory, Chief Commercial Officer, Ascot Racecourse.

“None of this would be possible without the support and collaboration of our international broadcast partners, whose commitment plays such a vital role in showcasing the excitement, heritage and prestige of the Royal meeting.”

The approach to this year’s event is consistent with a broader strategy of combining traditional linear broadcast with digital delivery. It also reflects growing interest in British racing among North American audiences.

Meanwhile, this year the event will mark the 200th anniversary of the Royal Procession parade, which Gregory said is as “a milestone to honour through a specially commissioned programme that brings this historic tradition to life for a global audience”.

Broadcast’s betting benefits

With the vast reach of Royal Ascot around the globe, a huge opportunity for operators is presented, with gambling’s ties to the racing industry already extremely strong – especially in the UK and Ireland where the sport is a betting powerhouse.

Brian O’Keeffe, a spokesperson for BoyleSports, described Royal Ascot as the “jewel in the crown of the flat racing calendar” – offering a blend of world-class sport, history and prestige that captures the imagination of the public. 

He told SBC News: “It’s racing at its finest and this is very much reflected in our turnover for the five days, which puts it up there with Cheltenham and the Grand National as one of the most important events of the year.”

Like most major fixtures, the sponsorship and marketing value of Royal Ascot has been widely recognised by bookmakers – notably Betfred, the track’s official bookmaker partner.

The firm operates the two on site betting shops within the Grandstand and has also sponsored the Betfred Handicap on King George Day. Its branding will continue to be displayed around the venue over the course of the five days.

Though football surpassed racing as the UK’s most popular betting sport some in 2019, many gaming industry stakeholders believe that racing still has what it takes to innovate and adapt as the sport continues to grow on a global scale.

Betting gives back

For the sixth year in a row, profits from the big-field heritage handicap on 19 June will be divided between several charities: Prostate Cancer UK, Missing People, the SAS Regimental Association, Ascot Racecourse Supports, Racing to School, Greenhouse Sports and TempusNovo. 

Companies which signed up to the fundraising initiative include Flutter (Paddy Power, Betfair, Sky Bet), Entain (Ladbrokes, Coral), Evoke (888 William Hill), Kindred (Unibet), Betway, Rank Group (Grosvenor Sport), Virgin Bet, LivescoreBet, Star Sports, QuinnBet, Tote and Bet with Ascot.

Grainne Hurst, Betting and Gaming Council CEO, shared: “I’m absolutely delighted to announce that BGC members will once more be raising significant funds for a host of charities at the Britannia Stakes.

“The BGC and our members are incredibly proud to have raised millions for a host of cherished good causes over the last five years, and it’s fantastic to partner with Royal Ascot once again to add to that tally.”