The Historic Boat Race and a Shift in Broadcasting
Thousands of people are set to gather along the banks of the River Thames this weekend as Oxford and Cambridge once again compete in the iconic Boat Race. This event, which first took place in 1829, has become a cherished tradition in British university sports. It was only interrupted by the Second World War and the Covid-19 pandemic since its official start in 1856.
Sunday marks the 171st edition of the men’s race and the 80th edition of the women’s competition. The teams will travel between Putney and Mortlake on the Thames, maintaining much of the traditional elements that have defined the event for over a century. Cambridge continues to wear light blue, while Oxford dons dark blue. The winning cox is typically celebrated by being thrown into the water.
Although the race holds a quaint and historic position in British sport, it still attracts a significant audience. Around 2.6 million viewers will watch on television, while many others will listen on radio. However, this year’s race also marks a change in broadcasting rights, with Channel 4 taking over from the BBC.
The BBC had previously been the main broadcaster of the Boat Race, covering it on radio since 1927 and on television since 1938. The corporation lost the television rights to ITV from 2005 to 2009, ending 66 years of coverage. The BBC regained the rights in 2010 and had continued to broadcast the event since then. However, in October 2023, the BBC decided not to renew its contract, leading to speculation about their stance on the event.
The BBC denied claims that director of sport, Alex Kay-Jelski, had described the race as ‘elitist’ or had been ‘lukewarm’ in negotiations. A spokesperson stated, “The BBC has been proud to broadcast the Boat Race over many years. Our decision not to continue reflects the difficult choices we need to make to ensure we deliver the best value for audiences with the money that we have.”
It is understood that the BBC previously did not pay for the rights but funded the broadcast operation. Production costs have increased, while viewing figures have declined. This shift in tone from the BBC contrasts with past statements from its leaders.
In 2010, then head of sport Roger Mosey described the Boat Race as “one of the British sporting institutions” and admitted it had been “painful” to lose the rights. He emphasized the event’s relevance, stating, “It’s an epic sporting contest, and one in which the participants push themselves to the limit.”
Barbara Slater, Mosey’s successor, also recognized the importance of the race as part of the BBC’s sport portfolio when their broadcast deal was extended in 2014.
A Trend of Shifting Broadcast Rights
The Boat Race is not alone in experiencing changes in broadcasting rights. Several other pillars of British sport have moved away from the BBC. The Open Championships, Derby, Grand National, Royal Ascot, and Cheltenham Festival have all found new broadcasters. Channel 4, for instance, has taken over the Paralympic Games since London 2012.
This year’s Commonwealth Games will be shown by TNT Sports, marking another shift in coverage. The BBC had been the exclusive live broadcaster of the Games since 1954 but could not match TNT’s bid. Due to the event being protected under the Broadcasting Act, some coverage must be shown on free-to-air as well as subscription services.
A significant portion of the BBC’s live sports offerings is shared with other broadcasters, including the FA Cup, Wimbledon, the World Snooker Championships, and the Challenge Cup. This trend extends to other events, such as the Six Nations, where ITV now shows all of England’s matches.
The BBC has also faced criticism for giving up on live coverage of England’s national teams in cricket, football, and rugby outside of major tournaments. The corporation cited rising costs of sports rights and budgetary cuts as factors in these decisions.
Despite these changes, the BBC has shifted its focus to digital platforms, holding rights for highlights and clips from events like the Premier League, Champions League, La Liga, and cricket coverage. These efforts aim to appeal to a younger audience.
Kay-Jelski recently highlighted a changing approach, stating that live sport is no longer necessary to remain relevant. “We’re not competing against who we were competing with before,” he said. “We’re in a race to not be swiped. Up against people selling you holidays, or clothes companies, or two-for-one chicken breasts on sale from the supermarket, or football teams, or athletes.”
This evolving strategy may explain the controversial decision to show the Battle of the Sexes match between Aryna Sabalenka and Nick Kyrgios. While this event may attract a different audience than the Boat Race, it reflects the BBC’s broader shift in how it covers sports.
