6th March 2018


Ascot Racecourse today announced a new relationship between luxury cruise brand Cunard and the iconic Royal Ascot Style Guide.

Released annually and from today known as the ‘Official Royal Ascot Style Guide, In Association with Cunard’, the guide is an intrinsic part of the highly-anticipated Royal Meeting, inspiring racegoers to dress elegantly across all five days and all four enclosures. It is one of Royal Ascot’s highest-performing content series and achieves strong engagement from the racing and fashion communities, delivered through Ascot’s digital channels and the wider media.

Cunard has been a pioneer in luxury ocean travel since 1840, celebrating 175 years in 2015, and continues to celebrate its timeless dress code, having hosted some of the most glamorous stars of the Hollywood golden age. In 2018 Cunard will host its third annual Transatlantic Fashion Week voyage, offering guests the chance to come face-to-face with some of the world’s leading fashion designers.

The digitally-led sponsorship was packaged and valued by data-driven sports marketing agency Two Circles, who have been helping Ascot develop a deep understanding of its customers and making audience insight central to its marketing and sponsorship strategy since 2013. Two Circles will support Ascot and Cunard with the activation of the sponsorship through Ascot’s digital channels as well as tracking its impact against agreed objectives.

Juliet Slot, Chief Commercial Officer at Ascot Racecourse, said:

“We’re delighted to announce this new sponsorship with Cunard. Royal Ascot is a highlight of the summer social season and has grown to be a major fashion occasion in its own right; the new sponsorship reflects the long-term investment we have made into understanding our audience and engaging them through our digital channels, and the opportunity that presents to brands.”

Simon Palethorpe, Senior Vice-President at Cunard, added:

“Royal Ascot is one of the most glamorous events in the UK sporting calendar, and we are thrilled to be chosen as the official sponsor. Both Cunard and Ascot embody a unique sense of occasion, allowing everyone involved the opportunity to embrace and enjoy a truly unforgettable and stylish experience.”

This year’s Royal Meeting takes place from June 19-23. The Official Royal Ascot Style Guide, In Association with Cunard for 2018’s Royal Meeting - curated this year by leading stylist Damian Foxe - will be officially launched on March 7.