SSG betters the fan experience at Ascot with Smart View racecards

Spotlight Sports Group (SSG) has entered into a partnership with Ascot Racecourse to launch the Smart View product. 

Looking to enhance the horseracing experience for fans, the latest technology will feature as part of Ascot’s printed racecard product, in-house self-service betting terminals (SSBTs), Tipster Board and across “Bet with Ascot” screens to supply multiple touchpoints for racegoers.

Sam Houlding, Managing Director of B2B at Spotlight Sports Group, commented: “We’re delighted to partner with Ascot Racecourse, a venue synonymous with world-class horseracing.

“Launching Smart View at such a prestigious racecourse is a testament to our shared commitment to innovation and horseracing fan engagement.”

Smart View simplifies traditional racecards, blending data insights with ‘visually intuitive’ designs inspired by video games such as FIFA and Football Manager. 

The omnichannel product designed and developed by SSG aims to captivate both experienced bettors, as well as newcomers by displaying complex race information in a more accessible format.

“We look forward to helping Ascot captivate its audience and expand fans’ connection with the sport,” Holding added.

The collaboration first made its debut at Ascot’s Howden Christmas Racing Weekend in December and has been live across subsequent fixtures.

Across the country

Last month SSG also partnered with BoyleSports to launch its ‘Smart View Racecards’ for both retail and online customers, which came during the build-up to the 2025 Cheltenham Festival.

Consequently, BoyleSports began deploying Smart View racecards across its 390 shops in the UK and Ireland, as well as on its online platform.

Back at Ascot, Tony May, the Berkshire track’s Senior Betting Manager, highlighted that the venue is continually looking for ways to make horse racing more accessible and easier to understand for its on course audience. 

“Smart View does this in a really engaging, modern way and we are excited to be working with Spotlight Sports Group to present Smart View across the racecourse in a way that helps racegoers learn more about the sport and hopefully become more regular followers,” he concluded.

The product is still very new, only gaining its first digital sportsbook partnership only in October 2024 with Kindred Group’s Unibet.

This was ahead of the QIPCO British Champions Day at Ascot, which allowed for Unibet players to ‘seamlessly toggle’ between traditional Racing Post racecards and Smart View for the flat-season finale.