Betting company Flutter and racecourse media owner RMG, had the joint goal to attract a new audience to Horseracing. The profile of the existing racing fanbase was aging; both in terms of those watching racing on television and those attending in-person at racecourses.
Champions : Full Gallop gives viewers a backstage pass to the adrenaline-fuelled world of horse racing. From stable yard to winning post, from the Cheltenham Festival to the Grand National. The docuseries goes behind the scenes to witness the dramatic highs and lows both on and off the racetrack as jockeys, trainers, owners and horses compete across an exhilarating Jump season.
The co-funders entrusted the producers to fairly represent the sport and to show the dedication and drama that defines the jumps racing scene. Unusually, neither sponsor wanted sponsorship idents around the series, reflecting their genuine desire to promote the sport, and not their individual brands.
By focussing on the personal stories and drama, viewers were drawn into the sport, which perhaps they previously didn’t understand or thought wasn’t for them.
Amongst all viewers who watched the series, 72% were more likely to watch horse racing on tv or at a racecourse. And an incredible 17% of viewers of the series, who previously did not watch horseracing on television, would now consider watching racing on television with a further 8% of viewers, who don’t currently watch live, said they would consider attending a horserace in person.
The attraction of the series is perhaps best described by Dominic King, Racing Correspondent of the Daily Mail who said: "When you get taken so close to the action, you crave to see more. It is why Champions: Full Gallop is brimming with the potential to leave armchair viewers gasping at racing's omnipresent danger or bonding with the infectious characters – human and equine – who make the sport what it is."