TV, Live Streaming & a Modern Vision | Taking Aberdare Park Road Races to the World
- aprremail
- Aug 25, 2025
- 6 min read
This feature was produced as part of a sports journalism student’s project, exploring the stories and partnerships that shape road racing today. This is the first part of a few interviews that will be published in the coming weeks and months.
For decades, Aberdare Park Road Races has been one of the most unique and atmospheric events on the British motorcycle racing calendar. Nestled in the heart of the Cynon Valley, the 0.9-mile woodland circuit has attracted legendary riders, passionate fans, and a community of volunteers who pour their hearts into keeping the tradition alive.
But in the past two years, the event has undergone a transformation — one that’s not only changing how people watch the races, but how the world sees Aberdare itself.
With the introduction of a ground-breaking TV deal, a bold rebrand, and global live streaming for 2025, Aberdare Park is starting to move from a local spectacle to an international broadcast event.
We sat down with Matthew Davies, the Media & Marketing Manager, to talk about why he got involved, the changes implemented, and what the future holds.
Q: Matthew, let’s start at the beginning. Why did you get involved with Aberdare Park Road Races after the 2023 event?
“I’ve always had a real passion for road racing and motorsport in general, ever since I lived opposite Aberdare Park when I was kid. Aberdare Park is a special place and it’s such a unique event. My day-to-day job is within sports media and marketing, predominately in the football industry, and just before the 2023 meeting, I felt there was an opportunity to take things to the next level in terms of how we present and promote the races.
The event already had decades of history and a loyal following, but I could see how we could adapt the brand, increase its media presence, and improve its commercial offering to really give it the platform it deserves. So, I met with Derek Smith (Race Director) and we had a really long chat about what could be done with the aim of building something sustainable, more visible, and more attractive to fans, riders, and sponsors alike. The meeting in 2023 was an opportunity to take things in, make notes and look to build for the future.”
Q: Part of that was the rebrand in preparation for the 2024 event. How important was that step?
“Hugely important. The rebrand was about giving Aberdare Park its own specific identity while respecting its history. Sometimes you have to pretend to be an individual who has never heard about Aberdare Park, and look at things from their point of view. With the new brand, it’s simple and clear as to what it represents. From then on, it’s all about creating a consistent image that people will eventually, instantly recognise. It takes time but we're getting there.
It’s not just about a logo, it’s about building trust which in turn makes sponsorship conversations easier, and it gives us the tools to stand alongside other major events in the sport. When we rebranded, we were also able to roll that into merchandise, marketing materials, and our digital channels, which created a unified feel for everything we do.”
Q: The social media strategy has been another big focus. What’s been the approach over the last two years?
“We wanted to do two things — engage our existing fans more consistently, and reach new audiences who might not have experienced Aberdare Park before. That meant moving from just event updates to a year-round content plan. It’s tricky as we only have two days a years to get actual racing content, but there are ways and means to produce a plan.
We’ve focused on storytelling — rider interviews, historical throwbacks, behind-the-scenes glimpses, and building hype for the races months in advance. With the help of my partners in crime, Chris Arnold (Cams PhotoVideo) and Jay Bellers-Smith (Local road racer) We’ve also been able to produce some great video content and podcasts throughout the year. Our modest media advertising budget has helped us to engage with literally millions of people online, which is great to see. I'd love to do more and we have so many ideas to expand but as volunteers we are limited in some ways.
Social media is now a major driver for ticket sales, merchandise, and attracting new sponsors, and it’s become the engine room of our marketing.”
Q: Let’s talk about the TV deal and live streaming. How did that come about and has it changed the game?
“Yes, it really has. It’s given us the opportunity to be seen all over the world. Exposure that’s valuable for an event like ours.
A TV deal was in my personal three-year-plan but the conversations started early with Greenlight TV and within a few months we were able to formally announce the deal.
The TV highlights on ITV4 last year through the King of the Roads package have been a huge step forward — and for 2025, live streaming takes us to another level. We’ve gone from being an event you had to physically attend to something that can be watched anywhere in the world. That’s not just exciting — it’s vital for growth. There isn’t a sport in the world that’s been negatively affected by live TV coverage. Football and Formula 1 are prime examples and that extra exposure is invaluable for any event or sport.
For riders, it’s extra exposure. For sponsors, it’s tangible value. For fans, it means they can be part of the weekend even if they can’t be here in person. And for Aberdare, it’s showcasing the town on an international stage.”
Q: Do you feel the town is embracing this momentum?
“Yes, and I think that’s going to grow year on year. I’ve got a fantastic relationship with Angharad at ‘Our Aberdare’ who does tremendous work to increase footfall into our town centre, so collaborating with her was a no-brainer. We have plans for next year and beyond, in a bid to really turn this event into something that’s pivotal for Aberdare.
The community has always been the heart of this event — but now, with the kind of reach we have, there’s a real opportunity for the whole town to benefit. Local businesses, hotels, and restaurants all get a boost from the visitors, and the more we grow our audience, the bigger that impact becomes.
We want Aberdare to be proud of what this event represents — not just as a race, but as part of its identity.”
Q: You’ve established a positive working partnership with Oliver’s Mount at Scarborough during this period. How did that come about and how has it benefited you both?
“Our relationship with Oliver’s Mount really developed quite naturally, and I’d say it’s become one of the most important partnerships we’ve built over the last couple of years.
I first met Andy Hayes (Race Director) at the Cock O’ the North meeting in 2024, and from the very beginning it felt like we were on the same page. We were both looking at how to modernise our respective events, bring in new audiences, and ensure the long-term sustainability of road racing.
That early connection quickly grew into a working partnership – we collaborated at Motorcycle Live 2024 in Birmingham, showcasing both events side by side. I was able to support Oliver’s Mount in getting their races back onto TV with Greenlight, while they in turn provided invaluable support to us at Aberdare Park by introducing live timing.
In many ways, we’re effectively business partners now, constantly sharing ideas and resources to help elevate both events. The benefit has been huge: fans get a more professional, modern race experience, the riders benefit from stronger infrastructure, and both Aberdare Park and Oliver’s Mount gain increased visibility and credibility. It’s proof of how collaboration, rather than competition, can strengthen road racing as a whole.”
Q: Finally, what’s the vision for the future?
“Our aim is to keep improving every year — better production, more engaging content, and stronger partnerships. The potential is huge, and we’re only scratching the surface.
We've seen an increase in newcomer riders this year, as well as pre-event ticket sales and commercial interest. But like everything these days, the costs of running such an event increase as well. We need Road Racing to be sustainable and healthy, and I'd like to the see fantastic work that the Isle of Man TT Races have been doing over the last four or five years continue to snowball and trickle down into events like ours.
I think if we keep embracing change, while staying true to our heritage, Aberdare Park can become one of the standout fixtures in world road racing. And with the coverage we’re getting, we now have the means to show exactly why it’s so special.”
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