Sunset+Vine Secures Four-Year Deal to Broadcast Crufts, Expands Digital Offering

The Royal Kennel Club has renewed its partnership with Sunset+Vine for a further four years to produce broadcast coverage of Crufts, the world-renowned dog present. This extends a collaboration that began in 2009, with Sunset+Vine handling Channel 4’s coverage since 2010. [Source: Sport Industry Group]

Expanded Coverage for 2026

Under the novel agreement, commencing in 2026, Sunset+Vine will deliver 17 hours of programming for Channel 4, and More4. 11 hours of daily live streaming will be available on YouTube. [Source: Sport Industry Group] The production will involve a team of 150 professionals utilizing 22 cameras, representing the most extensive camera deployment in the event’s history. [Source: TVBEurope]

New Innovations and Broadcast Reach

For the first time, the world feed from Crufts will be distributed to ELTA in Taiwan, expanding the event’s international reach. [Source: Sport Industry Group] Claudia Winkleman joins Clare Balding, Ellie Simmonds, and Radzi Chinyanganya as a reporter-at-large for the 2026 event. [Source: Sport Industry Group] Digital innovation will include the use of Ray-Ban Meta AI glasses to provide on-site perspectives. [Source: Sport Industry Group]

Digital Strategy and Engagement

Sunset+Vine’s digital strategy focuses on extending storytelling beyond traditional broadcast channels. By integrating social media, streaming, and short-form content with key moments from Crufts, the agency aims to maintain sustained audience engagement and create meaningful connections across various platforms. [Source: TVBEurope]

Other Sports Partnerships

In addition to Crufts, Sunset+Vine is involved in other sports broadcasting projects. Manchester City has partnered with Silentnight, a UK sleep brand, with Silentnight supplying products to The Medlock, a Radisson Blu Hotel under development. [Source: Sport Industry Group] Former England international Jill Scott has collaborated with M&S Food to promote nutritional advice in grassroots football. [Source: Sport Industry Group] Loughborough University has extended its partnership with Science in Sport (SiS) for another three years, focusing on performance nutrition. [Source: Sport Industry Group] Rugby Canada has partnered with PlayHQ to modernize grassroots rugby operations. [Source: Sport Industry Group]

Stephen Booth, Executive Producer at Sunset+Vine, expressed excitement about the continued partnership, stating, “We’re enormously excited that Crufts is here again. It is always a privilege to broadcast the world’s greatest dog show.” [Source: Sport Industry Group]