SBC News Voice of the Sports Betting Industry
Racecourse Media Group (RMG) has extended its principal distribution partnership with HBA Media.
Through a ‘refreshed’ three-year representation agreement, HBA Media will continue to market and distribute RMG’s showcase British, Irish and international events to a global audience.
Henry Birtles, Chief Executive of HBA Media, commented: “We are delighted to have extended our agreement with RMG as their principal distribution partner for premium British, Irish, Dubai and Bahrain horse racing.”
Established in 2021, the collaboration has witnessed a ‘substantial increase’ in media rights revenue and enhanced broadcast exposure, in addition to the development and launch of Crown Jewels Racing (CJR).
Birtles added: “Our collaboration brings together an exceptional lineup of events and forms an unparalleled calendar of prestigious racing festivals across multiple continents – promoted globally under the Crown Jewels Racing banner and creating a one-stop shop for broadcasters and platforms.
“With a 100% increase in media rights revenue over the past rights cycle, our ambition is to target new territories, expand our network of over 40 established broadcasters, and build on our successful commercial returns for Federations by improving production standards.
“We also will continue to distribute the World Feeds of RMG’s wider racing portfolio outside of the CJR brand.”
CJR is a year-round premium sports package that consists of 18 world-renowned race-days, including seven RMG-managed events, complemented by enhanced production and the CJR Fantasy Game.
“Our racecourses have benefitted from significantly enhanced global exposure and an increase in rights fees, thanks to RMG teaming up with HBA Media,” Nick Mills, Chief Executive of Racecourse Media Group, noted.
“We have been particularly delighted to work with HBA on the launch of CJR. For the first time, networks benefit from a one-stop shop for horseracing rights, resulting in a consistent calendar of the very best of the sport.”
RMG events that HBA Media will benefit from broadcasting include the Dubai World Cup Carnival, Cheltenham Festival, Randox Grand National Festival, Betfred Derby Festival, Qatar ‘Glorious Goodwood’ Festival, Sky Bet Ebor Festival, Irish Champions Festival, QIPCO British Champions Day and Bahrain International Trophy.
Mills concluded: “The CJR events offer audiences access to premium sporting drama, lifestyle, and entertainment and help leverage each other to boost reach and rights fees.”
