RACHAEL BLACKMORE APPOINTED ‘HEAD OF LADIES DAY’

Cheltenham Racecourse today announces the appointment of Rachael Blackmore in a new ambassadorial role as Head of Ladies Day at The Festival, in a move to encourage more women to come racing.

Data collated by The Jockey Club shows that on average, only a quarter of visitors at Cheltenham Racecourse during the season are women, with the industry average for Jump racing sitting at 39% according to the Racecourse Association and Great British Racing Data Insight Programme. Further customer research conducted by The Jockey Club in 2023 revealed that many women feel the sport is ‘not for them’ and are often discouraged by the perception that racing is targeted at men.

To help promote horseracing as a sport and a day out for women, Cheltenham Racecourse has enlisted the help of trail-blazing Cheltenham Gold Cup and Grand National-winning jockey Rachael Blackmore.

The 36-year-old, who retired from race riding in May this year, will work alongside the team at Cheltenham to identify potential barriers which might be putting women off going racing, while also seeking to engage new female audiences and those who have not attended racedays for some time.

Her appointment and Cheltenham’s new campaign will support the reintroduction of Ladies Day at The Festival – which takes place on Wednesday 11th March 2026 - for the first time since 2019.

Guy Lavender, Chief Executive of Cheltenham Racecourse, said: “Rachael is a household name whose success and passion for horseracing resonates not only with racing fans and aficionados but general sports fans and even wider audiences.

“We’ve been evaluating customer data and feedback and what really stood out was the opportunity to grow our female fanbase. From there we’ve been developing a campaign aimed at encouraging more women to attend racedays and Rachael is exactly the kind of aspirational figure we hope will attract a new fan base to the sport.

“Rachael’s groundbreaking success on the track, combined with her growing status as a role model beyond the sport and popularity with people of all ages, make her the ideal ambassador to connect the Cheltenham Festival with a new, female-focused audience.

“Her achievements transcended racing and resulted in headlines around the world and awards like the BBC World Sports Star at the prestigious Sports Personality of the Year Awards in 2021. We’re excited to be working with her to identify what initiatives and incentives would encourage more women to come racing and to promote the sport, Cheltenham Racecourse and The Festival specifically, as being for everyone.”

Blackmore will lead a campaign that showcases the Cheltenham Festival as the place where world-class sport meets top-class style and as the perfect place for a day out with friends.

And, having hung up her race riding boots, Blackmore will be experiencing Cheltenham for the first time as a racegoer when she joins the team for The November Meeting on Friday 14th November.

Rachael Blackmore, who won the Boodles Cheltenham Gold Cup on A Plus Tard in 2022 and the Randox Grand National in 2021 on board Minella Times, said:

“It is going to be a very different experience going racing and not heading for the weighing room, but I’m looking forward to seeing what racedays are like from the other side of the rails and working with the team at Cheltenham. I’m interested in meeting racegoers to get a proper understanding of why they attend but also what some of the blockers and barriers might be that are stopping their friends and peers from coming.

“Horseracing is an amazing sport and a day at the races provides so much opportunity for people to socialise with friends and meet new people. I’m excited to get involved and see what can be done to engage more women and show them what makes a day at the races such a special and unforgettable experience.”

Blackmore will also be taking racing to the heart of the community by fronting a series of pop-up activations in major cities starting at the Bull Ring in Birmingham on Saturday 31st January, followed by a trip to Westgate shopping centre in Oxford on Saturday 7th February and finally visiting St David’s Shopping Centre in Cardiff on Saturday 14th February. These events are designed to take the excitement of The Festival beyond the racecourse, giving the public a taste of everything the experience has to offer - from world-class racing to outstanding hospitality and entertainment.

In addition, her new role will see her play a prominent part in the reintroduction of Ladies Day itself, with the return of the popular Style Awards where more than £10,000 worth of prizes will be up for grabs.

Next year’s Style Awards will once again be supported by Official Fashion Partners Debenhams and Holland Cooper, along with feature race partners BetMGM and Boodles. The day will begin with live music and sparkling tips hosted by Rosie Tapner in The Centaur. Racegoers will enjoy expert insights from a dedicated racing panel, set to a backdrop of live music and fashion.

Rachael Blackmore begins her role on Monday 10th November.