Queensberry plans to bring its blockbuster boxing know-how to horseracing as it teams up with The Jockey Club
Queensberry Promotions has partnered with The Jockey Club with the goal of revitalising the Betfred Derby Festival, following years of declining attendance.
The announcement was made with a video posted by Queensberry on X, featuring promoter Frank Warren delivering a rallying call to bring “room for thousands” back to Epsom Downs.
“If this place can’t handle it, I’m not interested,” Warren said in the clip. “Once we’re out of the stalls, there’s no reining this in. It looks like we’re off to the races, my old son.”
Alongside the dramatic teaser, Warren shared a personal note on social media, reflecting on his family’s history at Epsom Downs.
“My family and I worked on the racecourse going back over 70 years,” he said. “So to now be trusted with one of Britain’s most iconic sporting events is a true honour. Make no mistake, we’re not just participating; we fully intend to knock this out of the park.”
What’s changing?
As part of the partnership, Queensberry will help promote the 2026 Betfred Derby Festival, including the introduction of DerbyFest, a new, free-to-enter fan and family zone located in the heart of The Hill.
Co-run with Queensberry, the initiative aims to drive local engagement, attract younger audiences and create the kind of festival atmosphere which has traditionally been a part of the Derby’s appeal.
The Jockey Club has simultaneously announced a series of major changes to the event. Prize money for the 2026 Betfred Derby will rise to $2.67m (£2m), while the Coolmore Coronation Cup will move onto the same Saturday card for the first time, aiming to strengthen the competitive stakes.
A £6m investment will also deliver customer experience upgrades across the site, with Parking, previously costing up to £40, will be free, and anyone under 18 will be granted free entry across both days.
Epsom will also unveil bleacher-style covered seating along the final furlong, offering elevated views, alongside new undercover areas in the Grandstand Enclosure and improved trackside hospitality near the winning post.
Can Queensberry save the day?
The key driver behind Queensberry’s entrance into horseracing is to address falling attendances. Last year’s Derby Day attracted only around 22,000 spectators, a shocking figure for an event often regarded as a crown jewel of the British sporting calendar.
Racing as a whole has faced attendance challenges since the COVID-19 pandemic, with many major fixtures still struggling. The 2025 Cheltenham Festival recorded its smallest Wednesday turnout since 1993, as just 41,949 spectators attended, a drop of nearly 5,000 on the previous year.
However, while in-person attendance continues to shrink the same can’t be said for broadcast. ITV Horse Racing is enjoying its best-ever year on ITVX, with streams surpassing 15 million.
The Grand National attracted a peak of 5.2 million viewers, Royal Ascot followed with five million tuning in across the five days and the final Saturday saw viewership rise by more than 20% compared with last year.
Meanwhile, The Cheltenham Festival achieved its highest peak audience in four years, with 1.8 million watching on the final day, and The Derby reached its largest audience in two years, peaking at 1.3 million.
Given the sport’s growing TV audiences and the financial boost from racing’s removal from the proposed gambling tax, Warren’s Queensberry now has an opportunity to complete a hat-trick by helping bring fans back to the major festivals.
