NSA live stream to continue in 2022
BY TOD MARKS
Beginning with Aiken and Cheshire this weekend, National Steeplechase Association fans will again have the opportunity to catch the real-time excitement of all 16 sanctioned meets on the spring calendar. But in a break from the past, the stream will be available by paid subscription only.
You’ll still be able to access the stream easily through www.nationalsteeplechase.com, shortly before first-race post time. Once you click on the live stream link, you’ll be directed to enter your e-mail address and provide payment information. The cost to access each meet is $12, or a discounted $120 for the entire Spring lineup. Payment will also allow viewers to watch replays on demand any time for up to 48 hours following the meet. After that, free video replays will be uploaded to the NSA web site, as usual.
The rationale for the switch to a pay model is twofold. The effects of the pandemic resulted in two years of devastating financial challenges to the meets on the NSA circuit from lost ticket and tailgating sales, and sponsorships. The NSA has hired a professional market research firm, Indianapolis-based Mandolin, to identify the demographics of those who watch the live stream and analyze their viewing patterns to develop an enhanced product that better meets everyone’s needs. As part of the agreement with Mandolin, the company will share the data it collects with the individual race meets. In turn, the meets can use that valuable information to attract potential sponsors, promote their events, sell merchandise, and otherwise generate interest via a customized landing page on Mandolin’s web site.
In announcing the partnership, NSA President Al Griffin explained, “for several years, we have been trying to unlock the full potential of what the live stream has to offer to the entire steeplechase community. It’s a work in progress. We believe that our relationship with Mandolin will enable us to achieve this goal. It’s an investment in the long-term health of our races as we will be able to have a better understanding of our fans, grow that base, and help our race meets develop an untapped revenue source that is so badly needed.”
As in 2021, the live stream is sponsored by Brown Advisory, the Temple Gwathmey Steeplechase Foundation, Charleston’s Post & Courier, and the Virginia Equine Alliance.