U.K.-based racing venue moves into licensing following brand re-launch.
IMG will work with the 305-year-old racecourse to create a year-round licensing program that features Ascot and the racing festival Royal Ascot across multiple categories including apparel, bags, leather goods, homewares, stationery and memorabilia.
The agreement will also see IMG manage on-site retailing, including at Royal Ascot in June, King George Weekend in July and QIPCO British Champions Day in October.
"Following a long and in-depth project to define, develop and re-launch our 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,” says Juliet Slot, commercial director, Ascot. “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.”
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