Royal Ascot still gallops ahead despite challenges

Scheduled to begin this week, Royal Ascot remains the one of the crown jewels of the British flat racing calendar.

Steeped in tradition and attended by royalty, fashionistas, and racing enthusiasts alike, the event has retained its prestige and popularity. More than just a race meeting, Royal Ascot is a cultural spectacle – an intersection of sport, style, and ceremony that captures the nation’s imagination every June.

We believe part of the event’s enduring appeal lies in its ability to adapt and evolve. For 2025, Royal Ascot has announced a record-breaking prize fund, rising to over £10 million. This increase not only enhances the competitive appeal of the races for owners and trainers both domestically and internationally but also helps to reinforces the event’s stature on the global stage.

The boost in prize money is seen as a key factor in maintaining international interest and ensuring topquality fields for the week’s races. Specifically, the King George VI and Queen Elizabeth Stakes race, known as the ‘King George’, this year is set at £1.5m. This marks an increase from the £1.25m prize money in 2024, making the race the richest ever run at Ascot. The total prize money at Ascot this year will stand at £17.75m.

The total prize money at Ascot this year will stand at £17.75m.

Very many sporting events are facing continued challenges for audiences and attendances, and horse racing has not been immune to this trend. In recent years, the industry has faced a steady decline in public interest. Attendance figures at many racecourses have dropped, TV viewership has fallen, and younger generations are showing less engagement with a sport once deeply embedded in British culture.

Factors such as changing entertainment habits, growing concerns over animal welfare, and the increasing dominance of other sports and streaming platforms have all played a role in shifting public attention away from the racecourse.

Royal Ascot stands out as one of the exceptions – perhaps a reminder of the sport’s rich heritage and its potential for reinvention.

Noticeable drops in attendance were noted at Cheltenham Festival this year seeing a 14% decline year on year with the Epsom Derby being another casualty showing a 17% drop but astonishingly a mighty 60% drop from its peak attendance in 2001, although rather interestingly the Grand National hosted at Aintree Racecourse this year was at least consistent with expectations and in line with 2024.

While horse racing as a whole may be grappling with shifts in public engagement, Royal Ascot stands out as one of the exceptions – perhaps a reminder of the sport’s rich heritage and its potential for reinvention. As thousands prepare to don their finest attire and descend on Berkshire this week it’s clear that for this iconic event at least, the finish line is still far from sight.