HomeNewsHorse RacingUSA

HBA Media retains international distribution rights to duo of horse racing events

Horse-racing media agency HBA Media has signed a multi-year renewal of the international media rights to the Lexus Melbourne Cup and the Breeders’ Cup.

HBA also retains production responsibilities as part of the deal, taking its association with the two events into a sixth year.

Chief executive Henry Birtles said: “We will aim to increase the distribution of these two phenomenal sporting occasions, as well as delivering strategic digital and social media campaigns in line with the ever-changing media landscape.”

The Lexus Melbourne Cup is held annually in the Australian city, while the Breeders’ Cup will be held this year in Santa Anita in California.

The British-based horse racing specialist also extended production and distribution contracts with the US racecourse owner group Stronach Group earlier this year, running until 2021.

That deal secured the exclusive rights to the most lucrative horse race in North America – The Pegasus Cup. Following the Pegasus Cup deal, HBA Media went on to announce a slew of deals across a range of territories for the event.

Most recent

Social media giant Facebook’s challenges around its Copa Libertadores coverage in Latin America have convinced it that non-exclusive rights models form “one of the best ways” of breaking into markets where entrenched viewing habits restrict the potential for exclusive rights to grow engagement with the platform.

The Football Association rejected a higher bid for domestic FA Cup rights for the 2021-25 cycle from incumbent pay-television broadcaster BT Sport in favour of commercial broadcaster ITV, SportBusiness Media understands, in a move that took the competition exclusively free to air in the UK.

Spanish football’s LaLiga extended its rights deal in China with Wuhan DDMC Culture in May without going to market, where it would have faced a tough task maintaining its income, SportBusiness Media understands. The Chinese rights market has cooled since the previous deal was agreed, and DDMC is thought to be paying the league a strong rights fee.

South African pay-television operator Multichoice is facing the biggest challenge in its 26-year history in the form of a two-pronged regulatory attack on its dominant position in the country’s sports-rights market.