British subscription television broadcaster Sky Sports has unveiled plans to premiere a bespoke Sky Sports Racing channel specifically designed for fans of live horse racing in Ireland.  

Launched in January of 2019, Sky Sports Racing broadcasts daily news, insights, and action from horse racing competitions in the United Kingdom, France, Australia, Hong Kong, and the United States to aficionados around the world. However, the channel’s long-term future in Ireland has recently come under threat due to coming legislation that is to prohibit online casino and betting sites from advertising their wares on television between 5:30 a.m. and 9:00 p.m. 

Distressing Development 

This change, which is one of many mandated by the nation’s anticipated Gambling Regulation Bill, could apply as soon as next year, despite industry concerns that such an alteration could end up costing broadcasters as much as $2.2 billion in lost marketing revenues. 

The rival Racing TV subscription horse racing channel recently warned the legislation could render its service in Ireland ‘economically unviable’ while Sky Sports Racing admitted to being ‘extremely concerned’ as it derives ‘a significant amount of advertising’ from online betting and casino sites. 

The Chief Executive Officer for Sky Sports Racing, Matthew Imi, earlier told the Racing Post horse racing broadcasters are 'strong supporters of responsible gambling’ but that the projected changes laid out in the Gambling Regulation Bill could prompt many such channels to exit the Irish market. 

“If this proposed watershed ban on gambling advertising goes ahead as drafted, it could have a devastating impact on such dedicated horse racing channels,” Imi said. 

“It’s our view that such a ban may render Sky Sports Racing economically unviable in Ireland if the option for bookmaker advertising and sponsorship support is no longer open to us.” 

Steadfast Strategy 

Undaunted, legislators in Ireland’s lower house ratified the Gambling Regulation Bill, complete with the watershed provision, in May, while the 60-seat Senate is now expected to follow suit in the coming weeks. 

The country’s Justice Minister, James Browne, reacted to criticism of the proposed advertising anticipation by asserting the legislation is looking to implement ‘the unanimous recommendation of the joint committee in its pre-legislative scrutiny report on on-demand services’. 

“This is detailed legislation that covers many complex issues in a flexible, modern, and principled manner,” Browne said. 

“It has the potential to bring about considerable benefit and clarity for operators and consumers, protections for children and the wider public and help for those afflicted by the harms caused by excessive and problem gambling. It is long needed. It will save lives and minimize the social and economic damage that gambling causes.”