Sky launches racing channel in rebranding of At The Races
Sky Sports is adding a channel dedicated to horse racing to its portfolio which will also include coverage from Chester and Bangor.
Adding to the individual sport channels launched in 2017, Sky Sports Racing will replace At The Races and will be available to all Sky TV customers in the United Kingdom and Ireland at no added cost.
To add to the channel’s list of courses ahead of launch, a 10-year deal with Chester Race Company has been signed to bring coverage from Chester – the oldest racecourse in the UK – and Bangor-on-Dee from March 2019.
Chester’s highlights include the Boodles May meeting, which saw the subsequent winners of the Derby, Oaks, King George VI and Queen Elizabeth Stakes and the Prix de l’Arc de Triomphe all racing in 2017.
Managing Director of Sky Sports Barney Francis said: “We’ve seen a great reaction from our customers to launching dedicated sports channels and this takes us to another level.
“Horse racing is a massive sport that Sky has been involved in for two decades, now we will have a channel to give our customers more of what they love every day.
Chester Race Company chief executive Richard Thomas said: “We’re delighted to announce this new deal and long-term partnership. We believe it secures a positive and exciting future for Chester and Bangor-on-Dee Racecourses and fits squarely with our values and ambitions.
“We know Sky Sports will move the dial in the way our racing is covered but more than that we are excited by the prospect of how we can communicate and promote racing and the Chester brand further.
“We see real value in what the partnership can bring across TV, digital and social media, for us and for our sponsor partners. There is a lot of crossover between our core audiences and an opportunity to extend our reach more broadly via the Sky family of channels including Sky Sports News. We will be working very closely with the teams at Sky Sports and ATR in what will be a genuinely collaborative relationship.”
At The Races chief executive Matthew Imi added: “We very much look forward to working with Richard and his excellent teams at Chester and Bangor-on-Dee.
“The Boodles May Festival at Chester is a true highlight of the UK racing calendar and both tracks are very well supported and respected within the industry as well as being truly progressive in their outlook.
“Also, there is no better home for our new channel production facility than Sky Sports’ studios which are the best in the business and we believe Sky Sports Racing is set to be a game changer for racing. Later this year we look forward to presenting our plans in more detail to the major constituents in our sport and racing fans more generally.”
