Ascot's chief executive, Felicity Barnard, has expressed her deep passion for horse racing as the track prepares to welcome back Flat racing on Friday. In an interview, Barnard reflected on her move from the Premier League to the sport of kings, highlighting the uniqueness of Royal Ascot as a key factor in her decision.
From Football to Flat Racing
Barnard, who previously held commercial roles at Arsenal and West Ham, noted the differences between the two sports. 'I was used to fans,' she said. 'At Arsenal, I was used to selling 60,000 shirts at the beginning of every season and that doesn't happen here, so it's teaching me how to be nimble and creative with our marketing year-on-year.'
Since joining Ascot in April 2021 as commercial director and becoming CEO in January 2025, Barnard has overseen a period of growth. Attendances and prize money have risen annually, with Ascot becoming the only British racecourse to attract over 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 will be the track's first £2 million race.
The Return of Flat Racing
Flat racing, the heart of Ascot, returns on Friday with a seven-race card featuring trials for the Royal meeting in June. The Royal Ascot ad campaign, 'Ascot You,' has already boosted ticket sales for the five-day event. 'We've been working on our Flat season for a long time,' Barnard said. 'It's a global sporting phenomenon, as well as a cultural phenomenon during the English summer.'
Balancing Tradition and Innovation
Barnard emphasised the challenge of maintaining traditions while appealing to new generations. Pricing plays a key role, with tickets starting at £25 for the Windsor enclosure. 'We offer everything from £25 tickets to thousands at the top end,' she said. 'Our Village product in the infield is very festival vibes, and we've seen the demographic age coming down significantly.'
Ascot recently supported calls for major reforms to give leading racecourses a bigger say in racing's future. 'It's not just about people coming to Ascot,' Barnard stressed. 'If we can encourage anyone to visit York or Doncaster or anywhere else, that's what we want to do.'
