One of the leading free-to-air sports broadcasters talks to Broadcast Sport about the sports strategy for their channel. In this discussion we find out which sports and events work well on one of the biggest free-to-air sports channels in the UK; why free-to-air is important for key sports and ‘crown jewel’ sporting events; how free-to-air services partner with pay-TV and D2C platforms to maximise the reach and profile of different sporting events; and more.