Racing TV tunes up digital offering with Grabyo

Racing TV tunes up digital offering with Grabyo

The leading broadcaster of UK&I horseracing grew its social content proposition during key meets on 2019

Racing TV is the leading broadcaster of UK and Irish horseracing. It covers more than 70% of the sport. The organization has a strong heritage in digital going back to the launch of the Racing TV streaming service in 2009.

In 2019 it placed an even greater focus on expanding the digital presence of horseracing. To connect with modern fans, the broadcaster enhanced its online video, real-time engagement and brand positioning across its website, social media channels and mobile app.

During the 2019 Grand National and Cheltenham Festival, Racing TV used Grabyo to provide real-time video clips across social media. The near-live highlights and live clips shared during Cheltenham week reached 13.4 million people, and grew the Racing TV social audience by over 4000 followers.

Racing TV holds the media rights to 60 racecourses across Britain and Ireland on one definitive racing channel. During Cheltenham alone, Racing TV received over 660,000 engagements on its video content. Clips are also shared with affiliate partners, such as the racecourse venue owners, to increase distribution and accessibility.

Grabyo’s agile and lightweight tools allowed Racing TV’s digital team to adapt to breaking stories around the course and deliver the content fans wanted to see. The finish of the Grand National at Aintree reached almost 750,000 people by being published immediately after it happened.

“A few years ago we recognized that on the digital front, we were behind some of our competitors. So in 2017, after we revamped our website, we began to build out our presence across social media and online. Today everything we do is led by how we will present content to our fans online, be it on our website, TV channel or Racing TV Extra service. We now have a market-leading media offering that creates a rich experience for racing fans. The commercial side of this evolution, and working closely with our affiliates and partners, has also been a massive success, so it’s a win-win for everyone.”

Clive Cottrell, Director of Marketing at Racing TV

Clips shared via Grabyo were selected by the Racing TV team to be sponsored by bookmakers, who were able to add their own branded pre-roll video advertising and creative assets. Racing TV uses the proceeds to invest back into its shareholder racecourses, further developing the sport.

Grabyo’s direct integrations with all social media platforms allow for simple and easy management of pre-arranged or open sponsorship campaigns.

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