Exclusive: new four-year ITV deal set to secure free-to-air coverage of British racing until the end of 2030

ITV has secured a new four-year deal to continue its free-to-air coverage of British horse racing events until 2030. This agreement highlights ITV’s ongoing commitment to making top racing accessible to a broad audience across the UK.

Key Takeaways:
• ITV’s broadcasting deal extends free-to-air coverage of British horse racing by four years.
• ITV’s history with racing coverage has contributed to the sport’s popularity and growth.
• New deal aims to enhance accessibility and engagement in horse racing through expansive programming.

Overview of the ITV Deal and Its Significance

The new agreement with ITV ensures that major horse racing events will remain free-to-air until the end of the decade. This deal offers a lifeline for the sport, allowing it to reach millions of households across the UK without additional costs. The continuity of broadcasting rights supports long-term planning for various stakeholders in the racing industry, such as racecourses and event organisers.

Historical Role of ITV in Racing Broadcasting

ITV has been pivotal in broadcasting horse racing since the 1950s. In the 1970s, the ITV7 feature became integral to weekly racing coverage, helping popularize the sport. After a hiatus, ITV returned in 2017, revitalizing public interest in horse racing through enhanced broadcast techniques and high-profile events such as the Grand National and Cheltenham Festival.

Impact of ITV’s Coverage on Racing Popularity and Accessibility

Since 2017, ITV has transformed the landscape of racing coverage by making the sport more accessible to a diverse audience. Innovations such as drone views and expert commentary have modernized the viewing experience, attracting new fans and engaging a younger demographic. Such strategies have significantly increased the popularity of horse racing across all age groups.

Industry Reactions and Future Implications

Key stakeholders within the industry have expressed optimism following ITV’s extended deal. The ability to plan long-term strategies is crucial for maintaining racing’s cultural significance in the UK. Yet, some challenges remain, such as adapting to digital streaming trends while maintaining traditional broadcast methods.

For more on the challenges British racing faces, including issues like racing tax impacts, visit John Gosden Calls on Sport to Lobby MPs Over Racing Tax Proposals.

Explore the history of UK horse races to learn about the evolution and significance of these events.