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Ascot CEO Felicity Barnard Drives Record Growth After Premier League Switch
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5/1/2026AI summary

Ascot CEO Felicity Barnard Drives Record Growth After Premier League Switch

Felicity Barnard, former commercial director at Arsenal and West Ham, has transformed Ascot since becoming CEO in January 2025. The racecourse attracted over 500,000 racegoers in 2025 – the only British racecourse to do so – and will offer a record £19.4m prize fund in 2026, including its first £2m King George VI & Queen Elizabeth Stakes. Barnard credits her Premier League experience with teaching her marketing agility while emphasizing racing's unique blend of tradition and accessibility, with tickets starting at £25.

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Guardian Sport