Ascot's chief executive, Felicity Barnard, has expressed strong optimism as Flat racing returns to the track on Friday, marking the start of a season that builds toward the prestigious Royal Ascot meeting in June. Barnard, who took over as CEO in January 2025 after serving as commercial director since 2021, has overseen a period of growth for Britain's premier racecourse, with attendances and prize money rising year-on-year.
From Premier League to Racing
Barnard's previous roles included commercial operations at Arsenal and West Ham. She noted the differences between football and racing, saying, "I was used to selling 60,000 shirts at the beginning of every season. That doesn't happen here, so it's teaching me how to be nimble and creative with our marketing year-on-year." She praised racing's history and characters, adding, "I'm hugely positive about the sport, I love it and all the characters in it."
Record Prize Money and Attendance
Ascot was the only British racecourse to attract more than half a million racegoers in 2025. The overall prize fund for 2026 is set at £19.4 million, a new record, and the King George VI & Queen Elizabeth Stakes in July will be the track's first £2 million race. The return of Flat racing on Friday features a seven-race card with several trials for the Royal meeting.
Royal Ascot: A Global Phenomenon
Barnard described Royal Ascot as a "global sporting phenomenon" and a "cultural phenomenon during the English summer." The track's "Ascot You" ad campaign has already shifted thousands of tickets. She emphasized Ascot's unique blend of elite competition, royal patronage, fashion, and garden party atmosphere.
Pricing and Inclusivity
While some sports events like the Ryder Cup command high prices, Royal Ascot offers tickets starting at £25 for the Windsor enclosure. Barnard highlighted the "Village" product in the infield, which offers a festival vibe with a relaxed dress code, attracting a younger demographic. "We've seen the demographic and age of our consumers coming down quite significantly over the last three or four years," she said.
Leadership in Racing
At a time of uncertainty in the racing industry, Barnard acknowledged Ascot's role in supporting reforms to give major players a bigger say in the sport's future. She believes there is "stretch in the sport" and that Ascot can encourage visits to other racecourses. "Everybody at Ascot has such an integral part to play in the way that the sport moves forward," she concluded.
