Ascot Racecourse renews IMG licensing partnership

Ascot Racecourse has renewed its exclusive global licensing and on-site retail agreement with the IMG agency until 2025.

The 305-year-old racecourse first engaged the agency in 2016 to create a year-round licensing portfolio around Ascot and the Royal Ascot racing festival.

Since then, IMG has led a number of collaborations and product launches with brands including Favourbrook, TM Lewin, Oliver Brown, Radley London, Christy’s Hats, Christy and Charbonnel & Walker. The products are sold in licensees’ standalone stores and concessions as well as online.

IMG will continue to manage the on-site retail operation on behalf of the racecourse, having expanded the retail experience at Royal Ascot from three stores in 2017 to eight in 2019, spanning all four enclosures.

Juliet Slot, chief commercial officer at Ascot Racecourse, said: “Fashion, accessories and food are key facets of everyone’s experience at Ascot. We have worked hard to create and grow a retail experience for our customers that matches their expectations, and we are delighted that so many wonderful brands are working with us, both on-site and through high-street retail partners.”

Tim Smith, senior licensing director at IMG, said: “In just a few years, together with Ascot Racecourse, we have developed a carefully curated portfolio of premium partners and products that reflect the brand’s rich British heritage, along with its unique sense of occasion. We are thrilled to extend our relationship with Ascot Racecourse and are looking forward to further expanding its licensed product portfolio, in addition to continuing to build the on-site retail experience.”