The smiles told the story. At Ascot on Thursday, CEO Felicity Barnard warmly embraced colleagues after confirming that Ascot Racecourse had secured a renewed partnership with Howden, the global insurance intermediary group, until 2030. The announcement was greeted with genuine enthusiasm, a reminder that behind the grandeur of Royal Ascot and its famous enclosures lies a deep network of relationships that keep the sport thriving.
The extended agreement cements a collaboration first struck in 2021, one that has grown to become a cornerstone of Ascot’s commercial and cultural landscape. For racegoers, the Howden name is now woven into the racecourse’s calendar – most memorably through the festive Howden Christmas Racing Weekend, which stages the celebrated Grade 1 Long Walk Hurdle and the Grade 2 Noel Novices’ Chase.
Building on Success Since 2021
Since joining forces, Ascot and Howden have worked side by side to deliver more than just sponsorship banners and naming rights. Howden’s expertise in bloodstock and equine insurance has offered meaningful support to trainers, stud farms, owners, and the wider equestrian world. The renewed deal ensures that presence will continue across Ascot’s racedays, from midweek fixtures to the glittering heights of Royal Ascot, broadcast to millions around the globe.
David Howden CBE, the group’s CEO, summed up the partnership in characteristically colourful style: “Ascot is truly a place like no other … a place our colleagues love to come and a place our clients from across the world are champing at the bit to visit.”
A Global Sponsorship Footprint
The tie-up also reinforces Howden’s growing footprint in international racing. Alongside its presence at Ascot, the company sponsors the Victoria Derby Day in Melbourne, partners with the Jockey Club of Saudi Arabia for the Group 2 Neom Cup, and underwrites the Bahrain Turf Series. Few firms have positioned themselves so strategically across the sport’s global hubs.
Ascot’s Enduring Appeal
For Ascot itself, the deal reflects the racecourse’s enduring ability to attract world-class partners. With over 300,000 spectators flocking to Royal Ascot each June, and its races broadcast to more than 200 territories, the venue remains one of the sport’s most powerful stages. Barnard put it simply: “We are thrilled to extend our partnership with Howden, a company that shares our passion for horse racing and commitment to excellence.”
The partnership’s extension through to 2030 ensures that Howden will remain synonymous with Ascot’s most important moments — a fitting alliance between a venue steeped in tradition and a brand deeply invested in the equine world.
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