Felicity Barnard joins Ascot as Commercial Director

Ascot Racecourse has strengthened its board through the appointment of Felicity Barnard as Commercial Director.

Barnard brings considerable experience to the role, having served as CEO at Tie Break Tens for four years, where she launched the new short format of tennis globally.

Other notable roles throughout her 15 year career include working for Arsenal FC’s London and Singapore offices as well as for fellow top-flight club West Ham United FC as Commercial Director.

Whilst working for the East London team she primarily worked towards implementing the Club’s 2016 relocation from the historic Boleyn Ground to its new location at the Queen Elizabeth Olympic Park.

“I am thrilled to be joining the team at Ascot at such an important time for the sport,” Barnard commented.

“Ascot’s position in racing is unparalleled and I am excited to help drive the commercial growth of such a historic and iconic institution.”

The new Director will be responsible for crafting and implementing the racecourses commercial strategy in a variety of fields, focusing on marketing, venue sales, partnerships, sponsorships, licencing, memberships and new income streams.

She will report directly to Guy Henderson, CEO of Ascot, whilst the racetrack’s domestic and international broadcast, media and data rights will be overseen by Finance Director Ian McGregor as a review of how these areas should be developed is undertaken.

“Felicity brings a wealth of commercial experience to the racecourse, having worked in the UK and internationally in two sports with a similar global reach to racing,” added Henderson.

“Felicity will focus on our in venue commercial activities and we are all very much looking forward to welcoming her to the team.”

The racecourse recently made the decision to expand this year’s Royal Ascot race card to seven meetings a day, a move well received by betting and horseracing industry figures.

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