The initiative, launched ahead of the Festival, was designed to reintroduce and celebrate Ladies Day while encouraging more women to experience the atmosphere and traditions associated with the Cheltenham Festival. The campaign placed Blackmore at its centre, with the Grand National and Cheltenham Gold Cup-winning rider appointed as Head of Ladies Day in November 2025.
Blackmore, whose achievements in the saddle have helped reshape perceptions of the sport, took the message beyond the racecourse in the months leading up to the Festival. She visited shopping centres in Oxford, Birmingham and Cardiff, meeting members of the public, posing for photographs and speaking with both long-time race followers and newcomers about what makes a day at Cheltenham special.
Racecourse officials believe this community engagement played a key role in the rise in female attendance, helping bring the excitement of the Festival to audiences who may never have considered visiting before.
Guy Lavender, Chief Executive of Cheltenham Racecourse, said the response had been extremely encouraging.
“We wanted to make Ladies Day an occasion that felt welcoming and exciting for everyone,” he said. “To see female ticket purchasers increase from 25% last year to 33% this year shows the campaign is already making a real difference.
“Having Rachael involved has been fantastic. Her enthusiasm and willingness to meet people and talk about the Festival has helped introduce Cheltenham to a wider audience.”
Cheltenham Festival Ladies Day Introduces New Experiences for Racegoers
This year’s Cheltenham Festival Ladies Day has also introduced several new experiences aimed at enhancing the atmosphere for visitors attending the second day of the meeting.
The Centaur venue at the racecourse has been transformed into a dedicated Ladies Day zone, featuring entertainment, live music and a racing panel designed to help newcomers better understand the sport.
A special question-and-answer session hosted by broadcaster Rosie Tapner will feature Blackmore alongside ITV Racing presenter Alice Plunkett and Rugby World Cup winner Natasha “Mo” Hunt. The discussion will explore their experiences in sport while also previewing the afternoon’s racing action.
Fashion remains a central element of the occasion, with displays from official partners Holland Cooper and Debenhams, as well as the popular annual Style Awards where racegoers compete for prizes worth more than £10,000.
For Blackmore, the 2026 Festival carries a unique perspective. The 36-year-old retired from race riding in May last year, making this her first Cheltenham Festival as a spectator rather than a competitor.
“It’s been really enjoyable meeting so many people and talking about what makes the Cheltenham Festival so special,” she said.
“The build-up to this year’s event has been very different for me, but I’ve loved the challenge of this new role. Cheltenham has been a huge part of my life and some of my best memories are here.”
Blackmore added that introducing more people to the event had been particularly rewarding.
“Whether someone follows racing closely or has never been before, it’s such a brilliant day out. It’s great to see more women deciding to come along to Ladies Day this year, and hopefully it’s something that will continue to grow.”
The return of Cheltenham Festival Ladies Day, celebrated for the first time since 2019, has been widely welcomed by racegoers. Racecourse officials hope the continued growth in female attendance will help ensure the Festival remains one of the most inclusive and vibrant events on the sporting calendar.
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