Sky Sports Secures Exclusive Rights To New A1 Grand Prix
Sky Sports has signed an exclusive three-year deal to become the first UK broadcaster to screen live coverage of the new A1 Grand Prix motor racing series.
The series launches next autumn and pits identical cars against each other in what is being billed as a true test of driving skill. The event is intended to be the world cup of motorsport with the 30 franchises that are available being limited to just one per country.
Each three-day racing event will have the same format. Day one will be a free practice, day two a qualifier and day three a 15 to 20 minute sprint race to determine the positions for the longer main event, which will last between 40 and 60 minutes.
Vic Wakeling, the managing director of Sky Sports, said: “We have been sold on the concept of a genuine test of driving skills which, of course, A1 Grand Prix is designed to provide – and we are delighted to be involved from the beginning. It has the added attraction of providing us with more international sport, all live, throughout the winter months.”
Sheikh Maktoum Hasher Maktoum Al Maktoum, who devised the series, said: “We are pleased and extremely proud to welcome Sky Sports on board as our first broadcast licensee. Sky’s innovative coverage and support will make A1 Grand Prix truly must see viewing in the UK.”
Sky Sports currently commands a much higher share of viewing any of the other sports focused services within the BSkyB portfolio. However, analysis of the latest data from BARB shows that the channel has seen its grip on multi-channel audiences dip over the last few months, with its share of viewing falling below the 1% mark during July.
Last week BSkyB agreed to have the Sky Sports website, along with Sky.com and Sky News Online, audited on a monthly basis by ABC Electronic, in a move that marks a significant step forward for supporters of industry agreed standards for the reports in web traffic (see ABC Electronic Bags BSkyB For Web Traffic Audits).
Sky: 08702 40 40 40 www.sky.com
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