CELEBRATING FRANKIE DETTORI'S CAREER: A GLOBAL DOCUMENTARY FOR ROYAL ASCOT 2023.
113 MILLION VIEWS
114K MORE YOUTUBE VIEWS THAN 2022
With the announcement of Frankie Dettori’s retirement in 2023, Ascot Racecourse partnered with Little Dot Sport to produce a one-off broadcast documentary honoring Dettori’s 35-year career ahead of his final appearance at his favorite race meeting, Royal Ascot. Initially commissioned without a confirmed broadcaster, the tribute was ultimately picked up by more than 20 broadcasters worldwide, including ITV, Sky Sports, NBC, Peacock, Entain, and SuperSport.
Strategic Objectives and Planning
The goal was ambitious but clear: leverage Frankie’s legendary connection with Royal Ascot to drive interest in the 2023 event and reinforce Ascot’s global brand. With just over three weeks to complete production, Little Dot Sport prioritized a high-quality, engaging narrative that would capture Frankie’s emotional journey, his memories, and what he would miss most about Royal Ascot.
Innovative Execution and Cinematic Approach
Drawing inspiration from the intimate style of "Louis Theroux Meets…", we crafted a documentary blending behind-the-scenes footage with an off-the-shoulder interview format to avoid a static feel. With exclusive access to Frankie’s home and stables, the team captured reflective moments as he shared his favorite memories and unique connection with Royal Ascot.
A pre-shoot location assessment allowed our team to optimize the shoot day, fine-tuning decisions around locations, camera setups, lighting, and audio. We assembled a small, multi-skilled team for a streamlined, cost-effective production. Through collaboration with Ascot, we completed post-production in just 10 edit days, leveraging an extensive archive and incorporating Ascot’s feedback to ensure accuracy.
Far-Reaching Impact and Audience Engagement
The documentary resonated globally, reaching over 113 million viewers. Segments aired on ITV1 during the live Royal Ascot broadcast, with daily viewership exceeding 1 million. It also aired on NBC, ITV4, and Sky Sports Racing, further amplifying its reach.
To maximize exposure, we created a range of teasers and social-first content tailored to Ascot’s digital channels—from short-form videos for Instagram and Twitter to formats optimized for TikTok and Instagram Stories. This multi-platform strategy contributed to a substantial boost in Ascot’s social engagement, with YouTube views increasing by over 113,000 compared to 2022.
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Advancing Sustainable Production Practices
As a carbon-neutral company with a commitment to achieving Future Net Zero by 2025, and as a signatory of the UN Sports for Climate Action Framework, Little Dot Sport aligned this production with sustainable practices. We followed Albert Sustainable Production Criteria, using reusable water bottles, booking eco-friendly transportation, and encouraging carpooling. Sustainability remained a priority throughout all stages of production.
In producing this documentary, Little Dot Sport demonstrated the power of agile, high-quality sports storytelling—solidifying Ascot’s brand and celebrating the enduring legacy of a racing legend.
CLIENT FEEDBACK.
“This year, as we say goodbye to Frankie Dettori, Royal Ascot 2023 holds a special place for us. The 25-minute documentary reflects on Frankie’s successful career, capturing his love for the event as he approached his final Royal Ascot. Frankie welcomed the team into his world, offering an unparalleled look at his life beyond the track, and, with Little Dot Sport’s expertise, we recreated his story as told by Frankie himself.”
Felicity Barnard, CEO