Felicity Barnard has joined Ascot Racecourse as its new Commercial Director, where one of her primary responsibilities will be the management of sponsorship and partnerships.

Additionally, the new Director will implement the track’s commercial policy with regards to marketing, venue sales, licencing, memberships and new income streams.

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

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

Barnard has over 15 years experience in the sports industry, having served as Commercial Director at West Ham United FC during the East London club’s relocation from its historic Boleyn Ground to the Queen Elizabeth Olympic Park in 2016.

Prior to joining the Hammers she also worked for Premier League giant Arsenal FC at the club’s London and Singapore office, and served as CEO of Tie Break Tens for four years, where she launched the new short format of tennis globally.

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

Henderson added: “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. 

“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.

Betfred is the track’s ‘Official Bookmaker’ under the terms of a three year deal signed in 2019. The operator is both the on-course sports betting operator of the venue in addition to holding the status of official partner.

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