The PHA Group appointed to lead Boat Race PR brief

The PHA Group has been appointed to handle integrated PR, social and content duties for The Boat Race, one of Britain’s longest-running sporting events, as it looks to reach new audiences and broaden its cultural relevance.

The agency will focus on introducing the event to people less familiar with the annual Oxford and Cambridge contest, while bringing greater visibility to the student athletes behind the crews. The Boat Race traditionally opens the London sporting calendar each year and is staged on the Championship Course, a 4.25-mile stretch of the tidal Thames between Putney and Mortlake.

Expanding storytelling and digital reach

As part of the brief, The PHA Group will amplify both curated and user-generated content across platforms. This includes strategic content planning, shoot management and in-house editing, designed to strengthen engagement and extend the event’s digital footprint.

First raced in 1829, The Boat Race is one of the world’s oldest amateur sporting contests. Alongside its sporting profile, it is positioned as an educational and developmental experience for the student athletes who take part.

Building on record-breaking momentum

The most recent edition of The Boat Race delivered record audiences, becoming the most-watched female sporting event in the UK at the time it was held. It attracted higher domestic viewership than The Masters and the Bahrain Grand Prix, which took place on the same weekend.

The appointment comes during Channel 4’s first year as broadcast partner, following a competitive rights process that secured the event’s exclusive free-to-air television coverage.

Siobhan Cassidy, Chair of The Boat Race Company: “We’re thrilled to be partnering with The PHA Group. In what is Channel 4’s first year as our broadcast partner, we have a unique opportunity to bring the stories, ambition, and spirit of our athletes to an even wider audience. The PHA Group’s passion and expertise will help us make this a landmark season for everyone involved in The Boat Race.”

Agency perspective on the partnership

For The PHA Group, the brief represents an opportunity to apply its experience in sport, culture and storytelling to one of the UK’s most recognisable sporting fixtures.

Dan Funston, Senior Account Director at The PHA Group: “It’s a privilege to be working with a British sporting event as iconic as The Boat Race. There is a huge opportunity to elevate the profile and impact of this historic sporting occasion. Our team is energised by the ambition of The Boat Race organisation, and we’re excited to help share the stories of human endeavour, heritage, and athletic excellence that make this event so special.”

The next edition of The Boat Race will take place on Easter Saturday, 4 April 2026. The Women’s Boat Race is scheduled for 14.21, followed by the Men’s Boat Race at 15.21. The event regularly attracts more than 200,000 spectators along the riverbanks, with millions more watching on television.

www.theboatrace.org

www.thephagroup.com

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