We want more! Week-long festival of Christmas action on ITV an aim for racing

Seven straight days of post-Christmas racing on ITV is something the sport in Britain could aim for, a senior figure within the BHA said on Tuesday when he described the broadcaster's extensive festive period coverage as an "instant hit".

ITV screened racing on six of the seven days from December 26 to January 1 and its content included high-profile Grade 1s from Leopardstown, as well as the traditional King George VI Chase and Welsh Grand National cards from Kempton and Chepstow.

Giving the sport such a prominent terrestrial television platform was on Monday hailed by bookmakers, who said exposure on ITV led to a "doubling to trebling of turnover".

Richard Wayman's, the BHA's chief operating officer, was in agreement when it came to the success of the network's output and said: "It was a fantastic week of sport and a huge credit to everybody up and down the country who played a part in making it happen.

"With the public turning out in their thousands at race meetings and the betting companies reporting strong business, the last few days have really demonstrated the popular appeal of competitive jump racing.

Bravemansgame: King George winner at KemptonCredit: Edward Whitaker

"The importance of ITV in presenting our sport to the wider public cannot be overstated and we are fortunate to work with such an exceptional team, both in front and behind the camera. The ITV Racing Christmas Festival proved an instant hit and, working with all the various parties involved including our colleagues in Ireland, it is certainly something that we can aim to build on in future years.

"This might involve looking at whether we could schedule something that is good enough to justify daily coverage for the full week between Boxing Day and New Year's Day."

Showcasing racing in its strongest light – not just during the holidays – is crucial, Wayman added.

"More generally, an important part of the industry strategy that is currently under development is to ensure we make the very most of the sport's highest-profile events," he said.

"The quality jumping staged at the likes of Kempton, Chepstow, Newbury, Cheltenham and other racecourses over the last week is the sport's shop window and it is essential that, as happened on this occasion, it shows off our racing at its very best."

Read this next . . .

'It was a perfect storm' – ITV Racing's Christmas Festival hailed a huge success

Ultimate Daily – our daily newsletters from Racing Post's experts, exclusive to the inbox of Ultimate Members' Club subscribers. To receive the newsletter subscribe here