Racecourse Media Group appoints Filippa Wallestam as Director

Racecourse Media Group has confirmed the appointment of Filippa Wallestam as Non-Executive Director, marking a notable development in the organisation’s governance and strategic direction. The appointment is scheduled to take effect on April 1, 2026 and reflects a broader effort by the company to enhance its capabilities in digital media, audience engagement and content innovation.

Racecourse Media Group represents 37 British racecourses and plays a central role in the distribution and management of media rights for horse racing in the United Kingdom. The addition of Wallestam to its board is widely viewed as part of an ongoing initiative to strengthen its position in a rapidly evolving media landscape, where digital transformation continues to redefine how audiences consume sports content.

Extensive experience in digital media and entertainment

Wallestam brings nearly a decade of senior leadership experience from Viaplay, one of the Nordic region’s most prominent entertainment platforms. During her tenure, she held several high-profile roles, including Executive Vice President and Chief Content Officer, Executive Vice President and Chief Executive Officer of Sweden and Head of Strategy for Free-TV and Radio.

Her experience spans content acquisition, platform strategy, audience growth and operational leadership across multiple media channels. This breadth of expertise is expected to support Racecourse Media Group as it navigates the increasing convergence of traditional broadcasting and digital streaming services.

In addition to her executive career, Wallestam has developed a portfolio of non-executive roles. She currently serves on the boards of DMGT Group, the parent company of the Daily Mail and Storytel, a global audiobook and e-book streaming service. These roles further highlight her familiarity with international media markets and digital subscription-based business models.

Strategic timing for a transforming industry

The appointment comes at a time when the horse racing sector is undergoing structural changes, driven by shifting consumer preferences and technological advancements. Media organisations are increasingly required to adopt innovative approaches to maintain relevance among younger and digitally native audiences.

Racecourse Media Group has indicated that enhancing its digital footprint and expanding audience reach remain central priorities. Wallestam’s background in scaling digital platforms and leveraging data-driven strategies aligns closely with these objectives.

Commenting on her appointment, Wallestam stated:

“I am excited to join the RMG Board at this pivotal time and am inspired by the company’s ambition to maximize opportunities for the sport of horse racing. As a horse lover, the most exciting aspect for me is the chance to drive innovation and technology to attract and engage new audiences in this dynamic sport. I truly can’t wait to start working with this excellent team.”

Her remarks underscore a dual focus on both technological advancement and personal affinity for the sport, suggesting a commitment to balancing commercial innovation with the traditional appeal of horse racing.

Leadership perspective from the board

Conor Grant, Chair of Racecourse Media Group, emphasised the strategic value of Wallestam’s appointment. He highlighted her ability to combine leadership expertise with a strong understanding of content development and audience engagement at scale.

“Filippa brings a powerful combination of strategic leadership, deep media expertise and a strong track record in premium sports content. She understands how to build and engage audiences at scale, how to partner with world-class production teams and how to harness data to shape compelling content strategies. We are delighted to welcome her to the RMG Board.”

Grant’s comments reflect a broader recognition within the industry that success increasingly depends on integrating data analytics with high-quality content production. The ability to understand audience behaviour and preferences has become a key differentiator in competitive media markets.

Transition following Britt Boeskov’s tenure

Wallestam will succeed Britt Boeskov, who is stepping down after serving seven years as Non-Executive Director. Boeskov’s tenure has been associated with significant contributions in product development, digital innovation and customer experience.

Her departure marks the conclusion of a period of sustained development for Racecourse Media Group, during which the organisation has continued to adapt to changing industry dynamics. The transition is presented as part of a planned evolution rather than a reactive change, reflecting a measured approach to governance.

Grant acknowledged Boeskov’s contributions, stating:

“On behalf of the RMG Board, I would like to thank Britt for her outstanding contribution. Her expertise in product, digital innovation and customer experience has been invaluable to RMG. She leaves with our sincere appreciation and gratitude for the impact she has made.”

Such acknowledgements reinforce the importance of continuity and institutional knowledge in maintaining organisational stability during leadership transitions.

Focus on innovation and audience engagement

The broader strategic context of this appointment lies in the increasing importance of audience engagement within sports media. Horse racing, like many traditional sports, faces the challenge of maintaining its existing fan base while also appealing to new generations of viewers.

Digital platforms, streaming services and personalised content experiences are becoming essential tools in this effort. Wallestam’s experience in these areas suggests that Racecourse Media Group intends to pursue a more integrated approach to content distribution, combining traditional broadcasting with digital-first initiatives.

This may include the use of advanced analytics, targeted marketing strategies and partnerships with technology providers to enhance viewer engagement. While specific initiatives have not been detailed, the direction of travel is consistent with broader industry trends.

Strengthening governance and long-term strategy

From a governance perspective, the appointment of a Non-Executive Director with a strong digital background reflects an effort to diversify expertise at board level. Non-executive directors play a critical role in providing independent oversight, strategic guidance and constructive challenge to executive management.

Wallestam’s international experience and cross-sector knowledge are likely to contribute to more informed decision-making processes, particularly in areas related to digital transformation and global market expansion.

Her presence on the board may also support the development of long-term strategies aimed at enhancing the commercial value of media rights, which remain a key revenue stream for Racecourse Media Group and its shareholder racecourses.

Conclusion

The appointment of Filippa Wallestam as Non-Executive Director represents a considered step by Racecourse Media Group to align its governance structure with the demands of a changing media environment. Her extensive experience in digital media, combined with her track record in leadership roles across major organisations, positions her as a valuable addition to the board.

At the same time, the transition from Britt Boeskov’s tenure reflects continuity and stability within the organisation, ensuring that institutional knowledge is complemented by fresh perspectives. As the horse racing industry continues to evolve, the emphasis on innovation, technology and audience engagement is expected to remain central to Racecourse Media Group’s strategic priorities.

In this context, Wallestam’s appointment can be understood as part of a broader effort to secure the long-term sustainability and growth of the organisation, while preserving the enduring appeal of horse racing as a sport and a cultural institution.

FAQs

What is Racecourse Media Group?
Racecourse Media Group is a media rights organisation that represents 37 British racecourses and manages the distribution of horse racing content.

Who is Filippa Wallestam?
Filippa Wallestam is a media executive with extensive experience in digital strategy and content leadership, previously holding senior roles at Viaplay.

When will Filippa Wallestam join RMG?
She will officially assume her role as Non-Executive Director on April 1, 2026.

What experience does Wallestam bring to RMG?
She brings expertise in digital media, audience engagement, content strategy and leadership across streaming and broadcasting sectors.

What companies has Wallestam worked with?
She has worked with Viaplay and currently holds board positions at DMGT Group and Storytel.

Who did Wallestam replace on the board?
She succeeds Britt Boeskov, who served as Non-Executive Director for seven years.

Why is this appointment important?
It reflects RMG’s focus on digital transformation and expanding audience engagement in horse racing.

What did Conor Grant say about the appointment?
He highlighted Wallestam’s leadership, media expertise and ability to build and engage audiences at scale.

What are RMG’s strategic priorities?
The organisation is focused on innovation, digital growth and enhancing the value of media rights.

How could this impact horse racing media?
The appointment may support new digital initiatives aimed at attracting broader and younger audiences.