Key sponsors in limbo as racecourses pursue late upgrades from ITV

Racing's broadcasters are not the only ones waiting on final decisions from ITV. So, too, are racing's sponsors.

Still to be published is the definitive list of which meetings will next year appear on ITV's main channel and which will be housed on ITV4. Certain major racecourses have made clear they see more value in one than the other. Perhaps not surprisingly, some key sponsors are now joining them in expressing a clear preference to be promoted on ITV rather than ITV4.

In January this column revealed the then intended list of days on which racing would be showcased on ITV. That initial number had already been increased to 34 prior to Britain's principal commercial broadcaster winning a four-year contract, with Ayr's Coral Scottish Grand National card one of those to gain a late upgrade. In recent months other racecourses have been seeking even later upgrades from the sport's next mainstream television partner.