A new horse racing channel has been launched through Sky aimed at offering licensees the chance to widen their pub's appeal.
At the races offers live racing coverage seven days a week and aims to build on the reputation pubs have for live sport, enabling licensees to pull in more sports fans.
Horse racing has traditionally been confined to Saturdays in terms of coverage, but the bosses of At the races hope to change that.
Finance director Simon Davey said he hoped the government's recent announcement that it intends to relax some of the regulations on gambling would increase interest in betting on horse racing.
While the law is still strict regarding gambling in pubs, many customers may choose to study the form over a drink before placing their bet at the bookies and returning to watch the race in the pub.
There is also scope in the future for customers to place bets via an internet booth in the pub, although the law has yet to be clarified on this.
The channel is available on channel 418 and is free to Sky business subscribers until September.