At The Races to become Sky Sports Racing

Sky Sports Racing to replace At The Races

Sky Sports Racing has been announced… Well it’s about bloody time that Sky Sports threw a few quid at supporting At The Races!

They’re also throwing in HD too… so racing lovers can enjoy the coverage in higher quality!

In all seriousness though, I had wondered why Sky Sports didn’t re-brand At The Races when it when all-out with the conversion of its portfolio of channels to specific sports.

It seemed logical at the time to change over then, but obviously there were reasons behind it.

Sky Sports Racing Effect on Racing UK

It appears, reading between the lines of the press release, that with Bangor-on-Dee and Chester exclusively signed up for Sky Sports Racing already, it is expected to announce more in due course.

That will be news that Racing UK did not want to hear.  The subscription-only channel survives based on a range of course exclusivity agreements, something which Sky Sports seems hell-bent on challenging.

It will be an interesting summer in the very small and niche world of horse racing broadcasting.

Chief Executive of At The Races, Matthew Imi said: “We’re delighted to be welcoming Alex, Freddy, Josh and Jamie to an already exceptional team of Sky Sports Racing broadcasters.

“We believe Sky Sports Racing will be a game changer for the sport with a significant investment in production raising the bar for daily coverage of horse racing.

“Importantly, broad distribution and cross promotion across Sky Sports’ broadcast and digital platforms will deliver significant exposure and audience for those domestic and international fixtures we will be covering. We’re looking forward to getting started and showing race fans in the coming months some of the new programming and innovations that will complement our daily racing coverage.”