IMG, Ascot Racecourse Renew Licensing Agreement

The deal will last through 2025.
License Global

July 30, 2020


Ascot Racecourse has renewed its exclusive global licensing representation and on-site retail agreement with IMG through 2025. 

“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,” says Tim Smith, senior licensing director, IMG. “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.”

Since being appointed in 2016, IMG has curated a year-round licensing program of brand collaborations and products inspired by the 309-year-old racecourse and its flagship racing festival, Royal Ascot. Highlights have included exclusive collections with established British brands including Favourbrook, T.M. Lewin, Oliver Brown, Radley London, Christy’s Hats, Christy, Charbonnel & Walker and

more, with products sold around the world in licensees’ standalone stores as well as concessions and online.

“Fashion, accessories and food are key facets of everyone’s experience at Ascot,” says Juliet Slot, chief commercial officer, Ascot Racecourse. “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. We are excited to continue our relationship with IMG and look forward to further expanding our offering in the future.”

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.

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