Bookmakers hope for rise in Royal Ascot betting amid expanded media coverage
This year’s Royal Ascot will be covered by 30 broadcasters in over 180 territories.
UK.- Bookmakers are hoping for strong interest in Royal Ascot this week amid expanded media coverage of what is one of the biggest events in the British horseracing calendar. Running from tomorrow (June 17) to June 21, this year’s Royal Ascot will be covered by 30 broadcasters in over 180 territories.
Media distribution of the event this year includes five new broadcasters: Abu Dhabi Media (Yas TV) (MENA), Charlton (Israel), FanCode (India), WeDo Asia (Southeast Asia) and D-Smart (Turkey).
In the UK itself, ITV Racing will present daily five-hour programmes, and Sky Sports Racing and Virgin Media will also cover.
In the US, NBC and Peacock will transmit the meetig across linear and digital channels, taking the enhanced World Feed for the first time plus an on-course presence with presenters Nick Luck and Britney Eurton. ESPN will cater to Latin and South American racing fans. while Rogers will make the meeting freely available in Canadian audience on SportsNet with Racing.com and Sky Racing will provide coverage in Australia.
Coverage in Europe will include RAI (Italy), Setanta (Baltics and Eurasia), Polsat (Poland), CYTA (Cyprus), WeDo Sport (Germany, Switzerland and Austria), Silknet (Georgia), D-Smart (Turkey) and Viaplay (Netherlands, Scandinavia).
Frank Sale, CEO of HBA Media, which organised the distribution of coverage for the Berkshire racecourse, 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.”
Johnathan Gregory, chief commercial officer at Ascot Racecourse, added: “We’re incredibly proud of Royal Ascot and the enduring appeal it continues to hold for audiences around the world.
“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. This year is particularly special as we mark the 200th anniversary of the Royal Procession – a milestone we’re delighted to honour through a specially commissioned programme that brings this historic tradition to life for a global audience.”
The event’s exposure is encouraging for an industry that’s been facing the challenge of a decline in betting revenue in real terms in the UK. The British Horseracing Authority has blamed the Gambling Commission’s introduction of financial risk checks. Its annual report states that combined online and retail horse racing betting turnover fell by 6.8 per cent year-on-year in 2024 and was down by 16.5 per cent in comparison with 2022.
This month, British secretary of state for the Home Department Yvette Cooper MP has confirmed the appointment of Roger Devlin as the new chair of the Horserace Betting Levy Board (HBLB). The former Chair of bookmaker William Hill will take up the position from July 1, for a four-year term until June 30 2029, with the possibility of renewal. Anne Lambert has been serving as interim chair since the death of Paul Darling in August 2024.
British bookmakers’ Ascot charity drive enters sixth year
For a sixth year, British bookmakers in the Betting and Gaming Council will donate profits from this year’s Britannia Stakes race to a series of UK charities. Profits from the big-field heritage handicap on Royal Ascot’s Ladies Day on June 19 will be split between Prostate Cancer UK, Missing People, the SAS Regimental Association, Ascot Racecourse Supports, Racing to School, Greenhouse Sports and TempusNovo.
BGC members 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 have all sagreed to donate profits from win and each-way bets after Levy and duties are deducted. If they fail to make a profit, they will make a combined donation of £200,000 regardless.
Since its launch, the Britannia Stakes charity initiative, has raised over £3m from BGC members
