Ascot Racecourse has agreed an exclusive broadcast rights deal with the Sina Sports division of Chinese internet operator Sina covering the forthcoming edition of British horseracing showpiece Royal Ascot.
Royal Ascot 2017 runs from June 20-24 and the arrangement will see the last three days shown live across China on all of Sina’s platforms.
Sina will be taking the world feed from UK commercial broadcaster ITV, supplemented by its own presentation panel and professional commentary in Beijing.
In tandem and for the first time, Ascot and Sina are working together on a unique concept for an exclusive official Royal Ascot live streaming event in Beijing, on the Thursday of the meeting.
Over 200 of China's leading female entrepreneurs and professionals are expected to attend the event, where the dress code will mirror that of the Royal Meeting and fine dining will be available, alongside a fashion show.
This function will feature within the live broadcast of Royal Ascot to the Chinese audience. The broadcast and event will be augmented by active social media through the Weibo platform. Fans will also be able to watch the racing through Sina Sports’ website, mobile site and Sina Sports app.
Juliet Slot, commercial director at Ascot, said: “China is a very important emerging market for us with an increasing number of owners with interests in British racing. To be able to provide this coverage in China, where the ceremony and tradition of Royal Ascot is of considerable interest, is a key part of our international broadcast strategy. The live Beijing event gives us the opportunity to bring a piece of this unique British institution to China.”