Channel 4 Racing Needs Sponsor To Survive

Live horse racing coverage could be pulled from Channel 4’s schedules by the end
of the month if the broadcaster fails to replace its previous sponsor the Tote
in that period.

Calling the scenario a crucial moment for the horse racing industry, Channel
4’s head of sport Andrew Thompson stated that unless a replacement sponsor can
be found by the end of the month, with a view to beginning broadcasting by
mid-September, then the coverage would have to be pulled.

At present, Channel 4 broadcasts 80 days of live horse racing a year all of
which could be axed unless the broadcaster can attract a title sponsor for its
coverage.

Thompson said: ‘Channel 4 is committed to showing the racing, but we do need
the support of the sponsor to continue to do so. We have had some positive
discussions with a number of companies, but we are working towards a very tight
deadline. It will come as no surprise that in our negotiations we have been
speaking to both bookmakers and non-bookmakers to take over the deal.’

Given the deregulation of the gambling advertising market, from 1st September
betting firms will be able to advertise around the broadcasts and was the
primary reason the Tote gave for its withdrawal.

Betfair, the online gaming company previously tipped to take the deal,
confirmed Channel 4 has approached it and said it is one of a number of options
it is considering.

Channel 4 will make a final decision on whether it will continue to broadcast
the racing without a new sponsor at a board meeting in early to mid-September.