Sunset+Vine has entered a new four-year agreement to produce Channel 4’s Crufts coverage.
A longstanding partner of The Royal Kennel Club, Sunset+Vine has produced the broadcaster’s coverage since 2010. For this year’s event, a 150-strong production team will be supported by three outside broadcast trucks and 22 cameras.
Working on site at Birmingham’s NEC over the four days of the show, Sunset+Vine will deliver 17 hours of programming for Channel 4 and More 4, alongside 11 hours of live streaming on YouTube each day. Deploying more cameras than ever before, the company will produce and distribute the world feed.
Delivering year-round content for Crufts’ social platforms, a dynamic content strategy will aim to inform audiences during the show, with on-site crews providing behind the scenes footage and a TikTok team producing short-form content. Live clipping, streaming, logging, moderation and remote graphics will be managed off-site, aiming to ensure seamless coverage across multiple platforms.
Diana Keen, senior production manager, commented, “Our long-standing relationships with Channel 4 and The Royal Kennel Club allow us to anticipate needs, solve challenges efficiently and maintain the high production standards Sunset+Vine is known for. It’s incredibly rewarding to continue growing alongside partners who share our commitment and passion for Crufts.”
Will Godsiff, senior digital strategist, said, “Our digital strategy is designed to extend storytelling beyond the broadcast itself. By aligning social, streaming and short-form content with key moments from Crufts, we’ve built sustained audience engagement and created meaningful touchpoints across platforms. It’s about meeting viewers where they are and turning attention into long-term connection.”
