UK expansion for Sky Racing World
23 Jul 2012 | The Sky Racing World channel, taking Australian and New Zealand thoroughbred racing into 14 million UK and Irish households, is expanding.
The channel is broadcast as Racing World Australia on the leading United Kingdom and Ireland home racing channel At the Races (ATR). Recently the operating hours have expanded meaning Australasia’s best afternoon
thoroughbred meetings receive showcase coverage from 9:00am UK time each morning.
The arrangements between Tabcorp-owned Sky Racing and ATR heightens global exposure for Australian and New Zealand thoroughbred racing and will strengthen international wagering returns for the respective racing industries.
The distribution to 14 million UK and Irish households now makes Australasian racing among the most widely distributed globally.
Sky Racing Chief Operating Officer Brendan Parnell said this growth was core to Sky’s channel expansion strategy, which saw Sky branch out from one to three channels.
The creation of Sky Racing World, a high quality thoroughbred channel that also serves as an export vehicle, was a key plank of the strategy.
“Sky is utilising its extensive global wagering and vision network to take Australian and New Zealand thoroughbred racing to more places,” Mr Parnell said.
At The Races Chief Executive Officer Matthew Imi said: “Australian racing has been well received and viewer feedback for Racing World Australia was positive.
“Late afternoon racing from down under is well placed to grow wagering returns. Particularly after the Black Caviar effect, UK and Irish customers are taking a greater interest in Australian racing,” Mr Imi said.
Sky Racing broadcasts 86,000 races a year through its three channels (Sky Racing1, Sky Racing2 and Sky Racing World). It also exports Australian and New Zealand racing to 31 countries. Key markets are Singapore, USA, Canada, the UK, Ireland, Sri Lanka, South Africa and Hong Kong.