The triumph of White Abarrio at the $3 million Pegasus World Cup Invitational in January marked a significant milestone for horse racing. This prestigious event, held early in the year, not only thrilled spectators at Gulfstream Park but also garnered global attention from sports enthusiasts. The race serves as the kickoff for the Crown Jewels Racing (CJR) series, an innovative collaboration that brings together top-tier races from around the world. HBA Media, a leading agency specializing in horse racing, has orchestrated this series to enhance worldwide accessibility and engagement, ensuring consistent production quality across 175 territories. The CJR series aims to elevate horse racing's profile in mainstream sports media, attracting broader audiences and increasing broadcast partnerships.
Pioneering Global Expansion
HBA Media's journey to transform horse racing into a globally recognized sport has been years in the making. The agency has worked diligently to package horse racing events as part of a premium, year-long product, capitalizing on growing international interest. By aligning with major broadcasters and sports networks, HBA Media has significantly expanded its reach beyond traditional horse racing channels. This strategic shift has led to a remarkable increase in audience growth and media rights fees, demonstrating the sport's resurgence in popularity.
Founded by Henry Birtles in the 2000s, HBA Media has evolved from primarily serving dedicated horse racing channels to partnering with mainstream sports networks. Over the past decade, the agency has shifted its focus to include top-tier platforms like ESPN, Virgin Media, and Sportsnet. This diversification has resulted in a 20% audience growth over five years for long-term partners. Frank Sale, CEO of HBA Media, attributes this success to a deep understanding of horse racing's challenges and its place within the broader sports media landscape. The agency's ability to aggregate premier events has redefined how horse racing is perceived and consumed globally.
Innovative Content and Fan Engagement
HBA Media's commitment to enhancing fan experience extends beyond broadcasting rights. Recognizing the need to attract younger demographics, the agency has introduced innovative content formats and interactive elements. One such initiative is the development of a fantasy game in collaboration with Genius Sports, designed to engage new fans during CJR broadcasts. Additionally, HBA Media has ventured into production, creating bespoke programs like CJR90, which balances in-depth coverage with broad appeal. These efforts aim to overcome barriers to entry and make horse racing more accessible to casual viewers.
The CJR90 program is a 90-minute show that highlights the significance of major races while capturing the surrounding atmosphere and culture. This format ensures that both seasoned enthusiasts and newcomers can enjoy the excitement of horse racing. With attendance at major races soaring and betting turnover increasing, HBA Media's initiatives are pivotal in sustaining momentum. Events like the Saudi Cup, Aintree Grand National, and Dubai World Cup continue to draw global audiences, solidifying horse racing's position as a premier sporting spectacle. The agency's dedication to excellence and innovation promises to keep the sport thriving for years to come.