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Dubai World Cup 2026: How the race reaches 170 countries
From aircraft cabins to living rooms, how global audiences experience the event live
- PUBLISHED: Fri 27 Mar 2026, 12:31 PM
- By:
- Seb Vance
When I first walked into the old Nad Al Sheba Racecourse as a young media manager 20 years ago, I could never have imagined the scale of the global broadcast operation that would one day surround the Dubai World Cup.
Back then, the reach was solid, but nothing like it is today. The $30.5-million raceday is now beamed into homes, phones, and even aircraft cabins across 170 countries, a transformation I’ve had the privilege to witness from the inside for more than two decades.
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My connection with Dubai Racing Club is personal. From 2006 to 2008, I served as media manager, learning first-hand the ambition and planning that underpin every aspect of the event. For the past 11 years, through Racecourse Media Group (RMG), I’ve helped oversee the TV production and global distribution of the Dubai World Cup on behalf of Dubai Racing Club. To call it a special relationship undersells it; it is a partnership between two racing cultures, the UAE and the UK, built on trust and a shared belief in the power of world-class sport.
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None of this would exist without the vision of Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai. His commitment to elevating horse racing in the UAE has been unwavering. I must also pay tribute to Ali Al Ali, CEO of Dubai Racing Club, whose leadership continues to drive the event forward.
Last year’s broadcast footprint was the most extensive in the event’s history. RMG and our agency HBA Media secured a record 37 live broadcasters, including Fox Sports (US), ESPN/Star+ (South America), SuperSport (Africa), and Viaplay and Setanta (Europe).
Other major networks numbered Channel 7 in Australia, Sportsnet in Canada, and Fancode, which reaches 160 million users in India. Even those at 40,000 feet could watch via Sport 24 on Emirates Airlines and other carriers. CNN Worldwide, with its reach of more than 347 million households, carried the story to a global news audience.
Television remains the sport’s most powerful shop window. At Meydan, spectators enjoyed HDR big screen clarity; around the world, viewers experienced cinematic drone shots, immersive AR and VR graphics, GPS-driven analytics, behind-the-scenes access, and even a bespoke anime opener celebrating Japan’s runners. These innovations, delivered by RMG and Timeline Television, reflect our commitment to presenting the Dubai World Cup as the world-class spectacle it is.
The Dubai World Cup, supported by Emirates Airline, is acknowledged as the most international raceday on the planet, with more than a dozen nations represented across nine races. Its global broadcast reach has not only elevated the event but also strengthened the sport, connecting cultures and showcasing the UAE’s leadership on the world stage.
Vance is director of communications & international TV distribution at Racecourse Media Group. He is a former Media Manager of the Dubai Racing Club