UK horse racing course, Ascot is making its move into the licensing industry with the appointment of IMG as its global representative.
The firm will now work with the 305 year old racecourse to create a year round licensing programme that includes the ground and its prestigious racing festival Royal Ascot across a range of products.
IMG will look to tap into apparel, bags, leather goods, homewares, stationery and memorabilia.
The contract will also see IMG manage on-site retailing on behalf of the racecourse throughout the year from 2017, including at Royal Ascot in June, over King George Weekend in July and on QIPCO British Champions Day in October.
“Following a long and in depth project to define, develop and relaunch our brand, we are excited to take the natural step of carefully developing a licensing programme to reflect our heritage and position on the world stage,” said Juliet Slot, commercial director at Ascot.
“We believe our world class sporting heritage, Royal association and strong fashion links will help us to create a unique, elegant and vibrant lifestyle portfolio.”
Simon Gresswell, vice president of licensing at IMG, added: “Our aim is to implement licensing activity and on-site retailing for both the Ascot and Royal Ascot brands, which appropriately reflect the style, history, pageantry and unique sense of occasion that the Ascot experience evokes.”
Products developed under the new multi-year contract are expected to debut in 2017.