• Slide 1

    ICS Horse Racing

Horse Racing

1. Commentary

ICS is the supplier and distributor of official horse racing commentary services for all meetings in the UK and Ireland.

Our commentaries are tailored to be highly descriptive and exciting for the listener, whilst our specialist broadcasters also provide expert pre and post-race presentation, allowing punters to follow the races of their choice and stay fully engaged with the sport.

Racing commentary radio services are very popular and tend to attract punters who want the latest information before the event and then the ability to experience the live thrills and spills of a race they are betting on.

Media Player

Media Player

The streamed service is easy to integrate as we can simply supply a URL to a branded pop up player, which has menu access to the racing channels. RUK, ATR and Irish meetings feature on separate channels within the racing player which covers for any clashes, particularly on busy days thus allowing punters to quickly switch between commentaries.

In addition to desktop, we can stream to all modern mobile handsets. Outside of the live horse racing hours, we feature a preview message, which promotes the upcoming fixtures and the betting opportunities.

There are no set up costs and the service can be ready, tested and live very quickly.

2. Festival Radio

Cheltenham Course Logo

ICS provides on-track festival radio for bigger fixtures, both to inform and entertain the local audience and to engage those wanting to share the excitement of the meeting from afar.

We are proud to produce the official radio station for Cheltenham Racecourse; Cheltenham Radio. We broadcast live from the course with interviews, race previews, analysis, commentary and travel updates, and the station is transmitted on FM as well as streamed online.

3. International Broadcasts

ICS is the international broadcast partner of GBI Racing, which delivers top quality UK and Irish racing to betting operators around the world.

We provide our general services in 45+ languages and already successfully work with GBI to supply expert daily horse racing broadcast coverage in Russian and Hebrew.

4. Racing News

Our large and knowledgeable in-house racing team enables ICS to dig out stories and reflect on events in racing around the clock.

We can provide an extensive option of daily racing news stories scalable to meet a client’s particular needs, with bespoke options available.

5. Racing Previews

ICS provides comprehensive daily editorial previews, which combine analysis of the form with an inherent knowledge of the runners and connections to create a compelling read ahead of the off.

Cheltenham 3:40 Preview

6. Video Previews

We produce compelling, bespoke horse racing videos in which we preview the biggest races and meetings to suit the needs of our clients.

Typically, our specialist pundits look to engage punters by debating the merits of leading runners whilst incorporating a client’s latest odds and offers to create a powerful and entertaining branded betting promotion.

7. Racecard Analysis


Horse racing punters thrive on access to form-based tools to help give them an edge and our newly developed and invaluable BeforeTheOff (BTO) racecards provide such compelling analysis.

BTO offers valuable information and premium form pointers with easy to understand racecards for all races in the UK and Ireland, specially designed to provide significant pointers to each horse’s chance in an uncomplicated format.

Using sophisticated statistical techniques presented in graphical form, the analysis provides clear identification of well-handicapped horses and those with faster than class speed ratings plus many other key pointers and positive/negative identifiers.

8. Affiliate and Marketing Services

Our own websites – including www.beforetheoff.com, www.race-call.com, www.sportinastorm.com, www.eatsleepsport.com and www.betsplayer.com – all have a strong following among horse racing fans and we are always happy to help with targeted and innovative affiliate campaigns.

Our racing team, developers and marketeers also combine to provide services such as attractive graphic-rich infographics around big races, regular marketing emails, link building campaigns, social awareness, digital PR and a lot more besides.

Grand National Infographic

Grand National Infographic

Epsom Derby

Epsom Derby Infographic

9. Tips

Our resident team of horse racing experts provides successful validated daily tipping services, which can be delivered in a written, audio or video form.

10. Telephone Services

Calling a horse racing commentary service or information line has traditionally been popular among punters, and the days of sharing revenue from such calls to enhanced premium content are back with a vengeance.

Now that so much Internet browsing is done on a mobile, a highlighted telephone number is now simply a click-to-dial. This means a customer no longer needs to make a note of a number and then dial on a landline as instead they simply click the number and it automatically dials as they are browsing.

If relevant numbers can be properly integrated into an online site (particularly the mobile version) and any apps, the demand to make a quick call for a race, with no bandwidth concerns, is strong.

The branded service is free to set up and all the content is supplied at no cost, with clients instead earning an equal revenue share from the call minutes.

11. Languages

All of the above services can be provided in any one of our 60-language repertoire.

Our international teams of knowledgeable journalists are familiar with horse racing and betting terminology, meaning we use words in their correct local context.

First impressions matter and if a site lacks authority and credibility through poor translation, punters in that territory are unlikely to engage with it and trust its services.

We can provide coverage in the following languages:

Arabic, Bulgarian, Cantonese, Chinese (Traditional and Simplified), Croatian, Czech, Danish, Dutch, Estonian, English, Farsi, Finnish, French, German, Greek, Hebrew, Hindi, Hungarian, Indonesian, Italian, Japanese, Korean, Latvian, Lithuanian, Macedonian, Malay, Marathi, Montenegrin, Norwegian, Polish, Portuguese (European and Brazilian), Romanian, Russian, Serbian, Slovakian, Slovene, Spanish (European and Latin American), Swedish, Tagalog, Taiwanese, Teochew, Thai, Turkish, Ukrainian, Urdu, Vietnamese and Yoruba, plus we write in a localised style for North America, Australia/New Zealand, Ireland and South Africa.


  • Independent Content Services Ltd
    Manor House, Manor Street
    Sheepscar, Leeds
    LS7 1PZ
    +44 (0) 844 993 0298