By naming Felicity Barnard as Commercial Director, Ascot Racecourse has strengthened its board.
Having served as CEO at Tie Break Tens for four years, where she introduced the modern short format of tennis globally, Barnard brings considerable experience to the position.
Other notable roles during her 15-year career include serving as Marketing Director for the London and Singapore offices of Arsenal FC as well as for fellow top-flight team West Ham United FC.
She mostly focused on initiating the Club’s 2016 move from the historic Boleyn Ground to its current site at the Queen Elizabeth Olympic Park while working with the East London squad.
Important time for sport
On her new position Barnard said: “I am thrilled to be joining the team at Ascot at such an important time for the sport.
“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 designing and executing the business plan of the racecourses in a number of fields, with an emphasis on publicity, sales of venues, alliances, sponsorships, licenses, memberships and new revenue streams.
She will report directly to Guy Henderson, Ascot CEO, while Finance Director Ian McGregor will oversee the domestic and international broadcast, media and data rights of the racetrack while a study of how these areas can be developed is conducted.
Wealth of commercial experience
“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 extend the Royal Ascot race card to seven meetings a day this year, a step well welcomed by figures from the betting and horseracing industry.