Ascot Racecourse has appointed IMG as its first outside licensing representative in a multiyear agreement.
IMG will immediately work with the 305-year-old, world-renowned thoroughbred racetrack to create a year-round licensing portfolio that includes Ascot and its prestigious Royal Ascot racing festival across a range of products, including apparel, bags, leather goods, stationery, housewares and memorabilia. Financial details of the agreement were not disclosed.
“Our aim is to implement licensing activity and on-site retailing for both the Ascot and Royal Ascot brands, which appropriately reflect the style, history, pageantry and unique sense of occasion that the Ascot experience evokes,” said Simon Gresswell, IMG vice president of licensing.
IMG also will manage on-site retailing at the Ascot, Berkshire, England-based racetrack beginning in 2017, including Royal Ascot in June, the King George Weekend in July and Qipco British Champions Day in October.
Ascot was founded in 1711 by Queen Anne, and the current Queen Elizabeth II attends the Royal Ascot festival and has raced thoroughbred horses she owns in its top stakes events. Queen Elizabeth’s horse, Estimate, won the Gold Cup at Ascot in 2013.
Juliet Slot, Ascot commercial director, said the agreement with IMG came after a long and in-depth project aimed at defining, developing and relaunching the brand.
“We are excited to take the natural next step of carefully developing a licensing program to reflect our heritage and position on the world stage,” Slot said. “We believe our world-class sporting heritage, royal association and strong fashion links will help us to create a unique, elegant and vibrant lifestyle portfolio.”
Royal Ascot is an important date on the European social and fashion calendar. On each of the five race days, Queen Elizabeth arrives by royal procession in view of 80,000 spectators. A strict dress code of morning dress for men and formal day wear for women is enforced. Ascot is visited by more than 600,000 people a year.
Ascot chose IMG in part because of its history and global reach. IMG currently produces Channel 4 Racing in the United Kingdom, which offers 90 days of coverage across the year, including all five days of Royal Ascot. WME acquired IMG in 2014.
“We believe that IMG, with a proven track record and reputation for delivery in the field, are the right organization to help us project the racecourse globally through licensed merchandise,” Slot said.
