Royal Ascot broadcast rights deal opens up giant China market

Ascot has struck a broadcast rights deal with Chinese sports digital media company Sina Sports. The last three days of the royal meeting will be shown live across Sina's website, mobile site and app with a reach of 213 million households.

Sina will be taking a feed from ITV supplemented by their own presentation panel and professional commentary in Beijing.

Ascot commercial director Juliet Slot 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 announcement follows the news that US network NBC will be showing all five days of the royal meeting, with its four-and-a-half-hour daily broadcast opening each day with the royal procession.