HBA Media
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What HBA Media does
HBA Media is a privately held B2B international media rights distributor specializing exclusively in horse racing. Founded in 2006 by Henry Birtles and headquartered in London (with offices in Dubai and Riyadh), the company acquires international broadcasting rights from racecourse operators, jockey clubs, and racing federations, then licenses those rights to television networks, streaming platforms, and betting companies across 180+ territories. The portfolio encompasses approximately 20 premier international racedays including Royal Ascot, the Kentucky Derby, the US Triple Crown, the Saudi Cup, the Dubai World Cup, the Melbourne Cup, the Prix de l'Arc de Triomphe, and the Breeders' Cup, alongside over 300 days of live racing annually.
The company's offerings are organized around four integrated service lines: Rights Management & Consultancy (acquiring and brokering federation-level rights), Production Services (producing a bespoke 60–90 minute enhanced World Feed format tailored to mainstream broadcaster requirements), Scheduling & Delivery (distributing 500+ hours of content per year via a satellite partnership with Globecast), and the Crown Jewels Racing premium international series which packages 'always-on' live coverage with at least one event per month. A sub-product, Crown Jewels Fantasy Racing, is operated in conjunction with Genius Sports and adds a consumer engagement layer and first-party data asset. The technology stack is operationally traditional — satellite distribution, bespoke broadcast feeds, and a fantasy gaming front end — with no disclosed AI/ML component.
Revenue is generated through three streams: media rights licensing fees from international broadcasters (the primary stream, with terms negotiated directly per territory), bespoke broadcast production services for premium events, and managed scheduling/delivery services. Pricing is not publicly disclosed; contracts are negotiated bilaterally with broadcasters and racing partners. The customer base spans major enterprise broadcasters (NBC Sports, FOX Sports, ESPN/Disney+, ITV, Sky Sports Racing, Viaplay, CBC, Abu Dhabi Media) and a long tail of regional pay-TV and free-to-air channels. Marketing is conducted through direct enterprise sales, on-site presence at premier race meetings, and PR-driven press releases, with the sales motion led by a small London-based team under CEO Frank Sale, appointed in January 2025.
HBA Media firmographics
Firmographics- Name
- HBA Media
- Legal name
- HBA Media Ltd.
- Website
- https://hbamedia.tv
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
HBA Media industry classification
Industry- Product category
- Sports Media Rights Distribution
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Broadcasting and Content Providers (516)
- SIC
- Services-Motion Picture & Video Tape Distribution (7822), Services-Allied To Motion Picture Distribution (7829)
- akta.pro primary industry
- Sports Rights Agencies & Brokers (Acquisition/Packaging) (MPABAJAH)
- akta.pro secondary industries
- Sports & Event Media Rights Licensing (MPADALAE), Sports Highlights, Clip Licensing & Archive Rights (MPABAJAJ), Sports Media Rights & Highlights Licensing (MPABANAE)
Keywords
Where HBA Media is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
HBA Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Media Rights Licensing: HBA Media acquires international broadcasting rights for horse racing events and licenses these to TV networks, streaming platforms, and betting companies globally. Revenue is generated through licensing fees from distributors across 180+ territories.
- Broadcast Production Services: HBA Media produces bespoke broadcast packages for premium international horse racing events. They offer custom production to assist broadcasters in tailoring programming for their local markets.
- Scheduling & Delivery Services: Provides bulk horse racing content delivery to racing channels in the Middle East and other territories, working with Globecast for satellite and alternative delivery methods. Also provides customized delivery with live, delayed and promotional content.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
HBA Media product offering
Product offeringCore offering
HBA Media acquires and licenses the international broadcasting rights for premier horse racing events to television networks, streaming platforms, and betting companies worldwide. The company produces bespoke World Feed broadcast packages, provides scheduling and distribution services through satellite and alternative delivery methods, and manages rights portfolios for elite racing organizations across 180+ territories.
Product overview
HBA Media is a specialized B2B media rights distribution company operating as the established leader in international horse racing media rights. The company offers an integrated suite of four core services: Rights Management & Consultancy (managing international broadcasting rights for premier horse racing events), Production Services (creating bespoke broadcast packages with enhanced World Feed formats), Scheduling & Delivery (distributing 500+ hours of racing content via Globecast), and the Crown Jewels Racing premium international racing series (20 premier events delivered as 60-90 minute live shows). The portfolio includes major events such as the Kentucky Derby, Royal Ascot, Dubai World Cup, Saudi Cup, Melbourne Cup, Prix de l'Arc de Triomphe, and the US Triple Crown. Supporting these core offerings is the Crown Jewels Fantasy Racing game (powered by Genius Sports) which enhances viewer engagement with the broadcast schedule.
Differentiator
Problem solved
Functional benefit
Brands
- Crown Jewels Racing: Premium international horse racing broadcast series featuring 18 premier events including world feed production and fantasy gaming.
- Crown Jewels Fantasy Racing
Products and services
- Crown Jewels Racing (Premium International Racing Series) A premium horse racing broadcast series featuring the world's best races with top-class production, delivered as a 60-90 minute live show format. The series includes 20 premier international horse racing events across the calendar year, providing 'always on' live broadcast content with at least one event per month, designed for television networks, streaming platforms and betting companies seeking premium international sport programming.
- Rights Management & Consultancy HBA Media owns and manages international broadcasting rights for premier horse racing events including the Pegasus World Cup, Saudi Cup, Royal Ascot, Prix de l'Arc de Triomphe, Breeders' Cup, and Melbourne Cup. The service includes consultancy services for rights strategy and portfolio management, provided to racecourse operators, jockey clubs and federations seeking international media exposure.
- Production Services Hands-on production role offering broadcast partners flexibility on programming, delivering live racing in formats suited to each client's needs. HBA Media has pioneered an enhanced World Feed format featuring bespoke streamlined international shows that highlight stories, history, participants, and the race itself, provided to television broadcasters and streaming platforms.
- Scheduling & Delivery Provides over 500+ hours of racing content to international broadcasters with bulk delivery services. Works with Globecast for satellite and alternative delivery methods, offering customized delivery with live, delayed, and promotional content for all events worldwide. Includes on-site presence at premium events to ensure smooth transmission.
- Crown Jewels Fantasy Racing An international fantasy game managed in conjunction with Genius Sports where users compete to predict the top three finishing order of international feature races. Operates alongside the premium international horse racing schedule with opportunities to win points and prizes, designed to engage viewers and gather first-party data.
- World Feed Coverage Full and enhanced World Feed coverage for each event, totaling over 150 hours of live content. Broadcasters can choose from multiple feed options including bespoke 60-90 minute live broadcasts featuring specific races, full world feed coverage of all live races, or delayed highlights and news clips.
Quantifiable outcome
- Over 300 days of live racing distributed annually
- +3 more outcomes
Companies that use HBA Media
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles3 records
HBA Media technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
HBA Media partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and supporting.
- SPOTVcoreSPOTV secured rights to HBA Media's package of international horse racing for Indonesia, Thailand, Malaysia, Singapore, Philippines, Hong Kong, Macau, Vietnam, Brunei, Cambodia, Laos, Myanmar, Mongolia, and Taiwan. Deal runs through end of 2027 with coverage on pay-TV and SPOTV NOW streaming.
- NBCU/NYRA (US Triple Crown)coreDistribution rights for America's Triple Crown series including Kentucky Derby, Preakness Stakes, and Belmont Stakes. Partnership with NBCU and NYRA providing comprehensive US thoroughbred racing coverage.
- France GalopcorePartnership extended through 2029 for distribution of France Galop's full racing content including Qatar Prix de l'Arc de Triomphe, Prix de Diane Longines, and 26 additional Group 1 and Group 2 racedays. Includes non-exclusive access to extensive archive library.
- Hong Kong Jockey ClubcoreRights to distribute HKJC's Group 1 races internationally including Hong Kong Cup, Sprint, Mile, Vase, and FWD Champions' Day events.
- Racecourse Media Group (RMG)coreStrategic partnership to bring UK, Irish and Dubai Racing into HBA's rights portfolio. Events include Grand National, Epsom Derby, Dubai World Cup, Sussex Stakes, Juddmonte International, and Irish Champions Stakes. HBA oversees international broadcast rights while RMG provides production services.
- The Jockey Club of Saudi ArabiacoreExclusive rights distribution agency for the inaugural $20 million Saudi Cup and expanded consultancy services. Entrenched partnership has seen continued extension through 2026 and beyond.
- 1/ST (Stronach Group)corePartnership for Pegasus World Cup Invitational Series at Gulfstream Park, Miami. The US's premier entertainment and horse racing event held annually in January.
- The Breeders' CupcoreInternational non-betting broadcast rights for the Breeders' Cup World Championships, the culmination of the international horse racing season worldwide.
- Ascot RacecoursecoreAscot Racecourse partnership includes Royal Ascot, King George VI & Queen Elizabeth Stakes, and QIPCO British Champions Day. HBA manages international broadcast rights for Ascot's complete racing portfolio including the prestigious Royal Meeting.
- Victoria Racing ClubcorePartnership since 2010 for international non-betting broadcast rights for the Melbourne Cup Carnival, one of Australia's most prestigious racing events.
- Japan Racing AssociationsupportingPartnership for international distribution of Japanese horse racing content and events.
- German Jockey ClubsupportingPartnership for German horse racing international distribution and content rights.
- Italian RacingsupportingPartnership for Italian horse racing international distribution.
- New Zealand Racing BoardsupportingPartnership for New Zealand horse racing international content distribution.
- GlobecastsupportingTechnology partnership for satellite and alternative delivery methods for scheduling and distribution of horse racing content to international broadcasters.
- Genius SportssupportingPartnership for international fantasy game platform (Crown Jewels Racing Fantasy) that promotes horse racing worldwide and gathers valuable first-party data.
- Ye-Ha ProductionssupportingProduction partner for Saudi Cup event coverage, fronted by BAFTA-winning director Denise Large.
Scale indicators9 records
Recent moves15 records
Expansion highlights5 records
HBA Media competitors and assessment
Company assessmentBroad incumbents
- Perform Group / Stats Perform: Sports data, content, and media rights technology company. Comparable in supplying sports content and rights distribution infrastructure to media companies, with specific overlap in sports data and betting-industry content feeds.
- InFront Sports & Media: International sports marketing and media rights company distributing rights across multiple sports and events. Comparable in operating model (rights acquisition, packaging, distribution to broadcasters) but broader scope rather than horse racing niche.
- Gravity Media: Global provider of broadcast production, outside broadcast facilities, and content services for sports. Comparable as a producer and distributor of sports content to international broadcasters, with overlap in horse racing production services.
- IMG (Endeavor): Global sports media rights, events, and representation business. Comparable as a non-specialist sports rights agency that handles distribution of premium sports properties to broadcasters worldwide, though IMG operates across many sports rather than specializing in horse racing.
- DAZN Group: Global sports streaming platform that acquires and distributes rights across multiple sports. Comparable as a B2B/B2C sports rights distributor building digital distribution reach, though DAZN focuses on streaming subscriptions rather than linear broadcast licensing.
Direct peers
- Sunset+Vine: UK sports broadcast production company, previously Henry Birtles' employer, producing Channel 4 Racing and other premium sports programming. Comparable as a producer of bespoke horse racing broadcast content and a specialist in sports outside broadcast production.
- The Racing Partnership: Joint venture between Arena Racing Company and The Jockey Club that manages UK and Irish horse racing media rights and produces Racing UK / Racing TV. Directly comparable as a horse racing media rights distributor and racing-channel operator serving similar broadcaster and wagering customers.
- Racecourse Media Group (RMG): UK-focused racecourse media rights and production company managing rights for UK and Irish racecourses. Directly comparable to HBA as both are rights intermediaries for horse racing content, with RMG even being an HBA partner since 2021 for international distribution while RMG handles production.
- At The Races: UK and Ireland horse racing media rights and content business jointly owned by Sky Sports and racing bodies. Comparable as a horse racing–specialist media rights distributor and racing-channel operator serving similar wagering and broadcaster customers.
Emerging players
- Genius Sports: Sports data and technology company that partners with HBA on the Crown Jewels Fantasy Racing game. Comparable as a sports data, betting, and fan engagement partner to racing organizations and broadcasters, with technology-driven engagement monetization as a shared feature.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
HBA Media social profiles
Digital presenceHBA Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
HBA Media leadership team
Management profileNumber of profiles
Profiles10 records
HBA Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HBA Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HBA Media
What does HBA Media do?
HBA Media acquires and licenses the international broadcasting rights for premier horse racing events to television networks, streaming platforms, and betting companies worldwide. The company produces bespoke World Feed broadcast packages, provides scheduling and distribution services through satellite and alternative delivery methods, and manages rights portfolios for elite racing organizations across 180+ territories.
Is HBA Media a public or private company?
HBA Media is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HBA Media founded?
HBA Media was founded in 2006. It employs 1 to 10 people.
Where is HBA Media based?
HBA Media is headquartered in London, United Kingdom, in the Europe region.
How does HBA Media make money?
Three revenue lines are on record. Media Rights Licensing is the primary driver. The others are broadcast Production Services and scheduling & Delivery Services.
Who are HBA Media's main competitors?
Broad incumbents on record are Perform Group / Stats Perform, InFront Sports & Media, Gravity Media, IMG (Endeavor) and DAZN Group. Direct peers are Sunset+Vine, The Racing Partnership, Racecourse Media Group (RMG) and At The Races. Genius Sports is listed as an emerging player.
Does HBA Media have an API?
No public API is recorded for HBA Media.
What industry is HBA Media in?
HBA Media's product category is Sports Media Rights Distribution. Its primary akta.pro industry code is MPABAJAH, Sports Rights Agencies & Brokers (Acquisition/Packaging), with a secondary code of MPADALAE, Sports & Event Media Rights Licensing. Its NAICS code is 516210 and its SIC code is 7822.