British racing increases sponsorship opportunities

The announcement comes after a consultation with British racecourses.

UK.- The British Horseracing Authority (BHA) announced on Wednesday that advertising on British racecourses will join other major sports by featuring digital LED displays on the landing side of fences.

The move comes after consultation with racecourses, and the Racecourse Association (RCA) and participants including trainers and jockeys, the BHA’s General Instructions will be updated from October 1st to allow the use of LED screens attached to the back of fence frames.

While the LED displays must be static when runners are near the fences, the displays will allow for more visual advertising and the opportunity to switch between advertisers and sponsors for different races.

Richard Linley, Senior Inspector of Courses for the BHA, said: “LED displays are used widely in other sports and provide for a more modern appearance and greater flexibility for racecourses, which we hope will help them generate greater revenue from advertisement and sponsorship.

“The proposals have been tested extensively and received the support of racecourses and the participants who will be riding over the fences and whose horses will be competing in races. The displays are on the landing side of fences so will not affect participants and will be static during races so the viewing experience for those watching the races will not be impacted.”

Caroline Davies, Racecourse Services Director for the RCA, said: “I am pleased to see LED screens arrive in British racing and look forward to seeing these introduced in the coming months. They will unquestionably enhance the raceday experience and also will open up valuable opportunities for our sponsors and supporters which in turn open new income streams for our members. The technology is state of the art and will add a further layer of engagement, both on-course and for the television audience.”