Tel. +44 (0)20 7287 4414
Tel. +44 (0)20 7287 4414
The Bruges Group spearheaded the intellectual battle to win a vote to leave the European Union and, above all, against the emergence of a centralised EU state.
The Bruges Group spearheaded the intellectual battle to win a vote to leave the European Union and, above all, against the emergence of a centralised EU state.

Bruges Group Blog

Spearheading the intellectual battle against the EU. And for new thinking in international affairs.

The Evolution Of Sports Media And The Rise Of Sports Podcasts


Sports media has come a long way since its inception, evolving significantly over the years. From print, and journalism to live broadcasts and now to podcasts, sports media has adapted to the changing needs and preferences of sports enthusiasts.

Horse Racing

One of the oldest and most popular sports in the United Kingdom is horse racing. The country is home to some of the biggest horse racing events uk, including Chetlenham, the Grand National and Royal Ascot. These events have been covered extensively by the media for over a century, with newspapers and radio broadcasts being the primary sources of information for fans.

Newspapers like The Daily Telegraph and The Racing Post have been at the forefront of horse racing coverage, providing fans with the latest news, results, and expert analysis. Radio stations like BBC Radio 5 Live have also played a significant role in horse racing coverage, broadcasting live from racecourses and providing expert commentary on races.

However, as technology evolved, so did the way fans consumed sports media. With the advent of television and the internet, fans could now watch live broadcasts of races from the comfort of their homes. This not only increased the accessibility of horse racing but also changed the way fans consumed sports media.

Live Broadcasts

Live broadcasts of horse racing events are now available on various channels, including ITV Racing and Sky Sports Racing. These channels provide comprehensive coverage of races, including live commentary, expert analysis, and interviews with jockeys and trainers. Fans can also watch replays of races on-demand through various streaming services, such as Racing TV and At The Races.


However, one of the most significant changes in sports media in recent years has been the rise of sports podcasts. Podcasts have become increasingly popular among sports fans, providing them with a more personalized and intimate way to consume sports media. This is particularly true for horse racing fans, who have access to a range of podcasts that cover all aspects of the sport.

Some of the most popular horse racing podcasts in the UK include the Final Furlong, Racing Postcast, and the Racing TV Podcast. These podcasts provide fans with in-depth analysis, expert opinions, and interviews with jockeys, trainers, and other industry insiders. They also cover a range of topics, including previews and reviews of major races, betting tips, and behind-the-scenes stories.

Podcasts have become so popular among sports fans that major sports organizations and media outlets are now launching their own podcasts. The likes of BBC Sport, The Guardian, and Sky Sports have all launched sports podcasts, covering a range of sports, including horse racing.

The rise of sports podcasts has also allowed for greater participation and engagement from fans. Many podcasts now have social media channels and online communities where fans can interact with hosts and other fans, providing a more immersive and engaging experience.


The evolution of sports media has been significant, with the rise of sports podcasts being one of the most recent and impactful changes. Horse racing has been at the forefront of sports media coverage in the UK, with newspapers, radio broadcasts, and live broadcasts providing fans with comprehensive coverage for over a century. However, the rise of sports podcasts has provided fans with a more personalized and intimate way to consume sports media, changing the way fans engage with the sport and interact with each other. 

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Director : Robert Oulds
Tel: 020 7287 4414
Chairman: Barry Legg
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Founder President :
The Rt Hon. the Baroness Thatcher of Kesteven LG, OM, FRS 
Vice-President : The Rt Hon. the Lord Lamont of Lerwick,
Chairman: Barry Legg
Director : Robert Oulds MA, FRSA
Washington D.C. Representative : John O'Sullivan CBE
Founder Chairman : Lord Harris of High Cross
Head of Media: Jack Soames