Little Dot Sport, the sports division of digital content agency Little Dot Studios, has produced a one-off documentary for Ascot Racecourse featuring iconic jockey Frankie Dettori. The 25-minute special reflects on Dettori’s remarkable career and talks through his 77 wins at Royal Ascot as he prepares to retire as a jockey this year.
Set in Dettori’s home, the exclusive interview centres on the charismatic Italian’s experiences of the world-renowned Royal Ascot specifically, with the racecourse often cited as his favourite. The feature looks back at his key career memories, what makes Royal Ascot so special for him and what he will miss most.
The digital first special will be available on Ascot Racecourse’s YouTube and Facebook channels from the 14th June alongside the release of additional short form behind The scenes clips. It will then be shown by more than 20 broadcasters worldwide including ITV4, Sky Sports, NBC/Peacock, Entain and Virgin Media.
Jonny Williams, social media & digital content manager, Ascot Racecourse, said: “With this being Frankie’s last year at Royal Ascot, we wanted to capture the magic he has brought to the Royal Meeting each year. With the support of Little Dot Sport, we were able to recreate the story as told by Frankie himself.”
Robbie Spargo, director of Little Dot Sport, added: “Having produced a wide range of digital content for Ascot Racecourse over the last 18 months, it’s been hugely exciting to be able to bring our knowledge of the brand and its events – coupled with our digital-first approach – to broadcast platforms. What’s even better is that the production also enabled us to create more bespoke digital content with Frankie, providing cost efficiency and a consistent tone of voice to Ascot and their output.”
Ascot Racecourse joined Little Dot Sport’s roster of over 30 clients last year as the organisation looks to grow its digital presence and position itself as a global lifestyle brand. LDS currently manages and delivers Ascot Racecourse’s social content strategy including social media management across all digital platforms, including a TikTok launch, paid social media amplification, live event coverage, original video content series and podcast production, monetisation and data and insights analysis.
