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About Us

Henry Birtles Associates (HBA) is a media consultancy specialising in sports rights for television, international betting management and sports marketing innovation. Set up by Managing Director Henry Birtles in November 2006 with the backing of principal UK independent production company Sunset + Vine, core business centres around the sport of Horse Racing, the representation of global television networks and the co-operation with and on behalf of international sports federations.

Henry Birtles has extensive experience in the world of international rights distribution for television, having headed up the Sunset + Vine Sales team from 2000 to 2006, where he was responsible for the global reach of major Horse Racing events such as the Dubai World Cup, Emirates World Series and French Racing, as well as Sailing’s most prestigious round the world challenge, the Volvo Ocean Race. From 1996 to 2000, Henry managed the distribution arm of Warner Music Group TV Rights company, NVC Arts.

In the three years since launching, HBA has established a list of clients that reflects the vision at origin:

  • Consulting for leading production companies such as Sunset + Vine and Mentorn International
  • Consulting for the world’s premier sports, entertainment and media company IMG
  • Procuring international horse racing rights for major global television networks
  • Working with Horse Racing Federations on the international distribution of their showcase events

At HBA innovation is always to the fore, something that has been publicly acknowledged by the conception and registration of what has been recognized in the British press as the most viable alternative to one of Sport's biggest conundrums, Football's Penalty Shoot out. Presented to FIFA in 2008, ‘The Advantage’ is a proposal currently under review by Football’s regulatory body.

“We tailor sales & marketing solutions to match the unique set of objectives presented by brands, producers, federations and rights holders. Profit, profile, exposure and legitimate change are key elements in the service offered by HBA.”