Felicity Barnard’s rise is a testament to ambition, innovation, and the art of building connections. With over fifteen years in the sports industry, she honed her commercial acumen at global football giants, including Arsenal (in both London and Singapore) and West Ham United, where she played a key role in the club’s relocation to the Olympic Stadium. From there, she embraced the role of CEO at Tie Break Tens, pioneering a vibrant, short-format tennis phenomenon that lit up venues such as Madison Square Garden and captivated a modern audience.
In early 2021, Felicity brought her dynamic vision to Ascot Racecourse as Commercial Director, charged with reshaping brand partnerships, marketing, sponsorships, and new revenue streams. Guided by her unwavering belief in balancing heritage with progress, she championed initiatives that blended tradition with innovation, enhancing in-venue experiences and nurturing Ascot’s global presence.
When she was named CEO in late 2024, Felicity became a custodian of an institution steeped in history, ready to lead it into a new era. Under her leadership, Ascot is evolving beyond five days of Royal Ascot glory—transforming into a year-round, multi-platform lifestyle brand defined by elegance and global relevance. Her unwavering focus on increasing prize-money, strengthening commercial foundations, and embracing digital experiences reflects a dedication to the sport’s future and the communities it supports.
What makes Felicity’s journey truly inspiring is her belief in inclusive progress. She emphasises bringing new audiences into the fold, supporting working families, and amplifying voices across the racing community. With empathy and imagination, she’s weaving Ascot into both the fabric of royal tradition and the pulse of contemporary culture.
Now at the helm, Felicity Barnard leads with heart and foresight—preserving Ascot’s legacy while empowering it to thrive on the global stage. Her ascent is more than a story of professional achievement—it’s a narrative of purposeful leadership and cultural resonance.
A racecourse rich in history and heritage, hosting one of the world’s most prestigious race meetings, Royal Ascot, as well as 21 racedays and numerous non-racing events each year. Founded in 1711 by Queen Anne who, when riding out from Windsor Castle, came across a piece of land “ideal for horses to gallop at full stretch” and Ascot Racecourse was born. In the 300 years since, we’ve seen champions crowned and legends made, and are delighted to now welcome hundreds of thousands of racegoers each year. We hope to welcome you to Ascot soon.
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