Champions: Full Gallop is a gripping must-watch docuseries that offers unmatched access to the thrilling world of horse racing. It gives the viewer an intimate look at the dedication and drama that defines the jumps racing scene. We spoke to Kindred’s Head of Racing, Ed Nicholson to learn more about the docuseries and what it means to our Unibet brand.
Hi Ed, what can you tell us about the documentary?
The Full Gallop docuseries was commissioned to showcase the ups and downs of jumps racing. Given that it is being broadcast on primetime ITV1 for six consecutive Fridays at 9 pm, it will be watched by millions of viewers. The producers wanted to bring the excitement and challenges of jumps racing to a broad audience and highlight the passion and dedication of those involved in the sport.
How has the series been received so far?
The first episode, which aired on Friday 19 July, received positive comments from within the racing industry. It achieved the number two position on terrestrial TV for a 9 pm show, beaten only by the popular and well-established BBC1 drama Death in Paradise. It saw an average of 875,000 viewers during the hour with a peak audience of 1.4 million viewers. In comparison, Death In Paradise saw an average audience of 1.8 million and a peak of 2.1 million. The third most popular show was 8 Out of 10 Cats Does Countdown with an average of 703,000 viewers. Full Gallop was also way ahead of the BBC2 and Channel 5 shows at that time.
Who are some of the key figures featured in the docuseries?
The series followed some of the biggest names in horseracing over nine months of the 2023/24 jumps season. Unibet-sponsored ambassadors Nicky Henderson (trainer) and Nico de Boinville (jockey) feature prominently throughout. One of the original reasons we started to sponsor the Nicky Henderson stable and jockey Nico de Boinville eight years ago was for the many brand opportunities we would receive. Both the Henderson stable staff at his Seven Barrows stable and Nico de Boinville are contracted to wear Unibet branding while at the racecourse and for all media opportunities.
How has Unibet's brand benefited from this series?
Henderson trained, and Nico de Boinville rode, some of the best horses in the biggest races during last season – including Shishkin and Constitution Hill – so our Unibet brand has been afforded plenty of airtime throughout this series. Our position as the number one sponsor of races during this epoch, including the Unibet Champion Hurdle at the Cheltenham Festival, has also meant our Unibet brand and name has received plenty of exposure from the edits around the big races and racecourses.
What steps did you take to ensure brand exposure within the constraints of broadcasting regulations?
We worked closely with Nico and Nicky throughout the season to ensure we gained brand exposure, as well as brand awareness and brand association, as best we could considering the stringent broadcasting regulations that surround undue brand prominence. Our aim was to maximize our association with the two stars of this docuseries. Having seen the first few episodes, it is my hope that Unibet can be rightly viewed as a great friend and supporter of jumps racing as our brand is highly visible. But more than this, the simple fact that racing has such an excellent opportunity to demonstrate what an incredibly competitive, diverse, and entertaining product it is to a potentially new group of future fans is the main takeaway for me from this initiative.
Any notable moments from the series that you’d like to highlight?
In episode 3, which centers around the Cheltenham Festival, we see Kindred’s CEO, Nils Anden, presenting the Unibet Champion Hurdle to Willie Mullins. The beauty of the horse and the incredible love and respect these wonderful quadrupeds receive from their owners, trainers, jockeys, and stable staff is there for all to see throughout the narrative of this six-part series.
