Crufts

Live coverage, programming and social from the world’s most famous dog show

THE BRIEF

Crufts needed to stay relevant to a new generation of viewers without losing the warmth and affection that made the event so loved in the first place.

That meant rethinking both where the coverage lived and how the story was told.

THE RESULT

Broadcast hours grew year on year, ratings rose and the social output helped drive awareness for both Channel 4 and The Royal Kennel Club.

The coverage gave Crufts a fresher feel while keeping the shared love of dogs right at the heart of the story.

THE HOW

We first secured a new broadcast home with Channel 4, then refreshed the coverage for a broader and younger audience.

Talent was central to that shift. We brought together dog experts, experienced broadcasters, much-loved presenters and energetic reporters to create a line-up that felt both informed and inviting.

As the number of broadcast hours grew, we also expanded the live coverage from the main ring to capture the pace and fun of events such as agility and flyball.

We continue to innovate with new cameras, including Meta Glasses in the main arena.