Former horse rider Rachael Blackmore will take up a new role as Head of Ladies Day at the Cheltenham Festival as the track aims to attract more female racegoers.
Data collated by the Jockey Club shows only a quarter of Cheltenham attendees are female, a lower figure than the general 39 per cent average throughout jump tracks, according to research undertaken by the Racecourse Association and Great British Racing.
To remedy this, the Gloucestershire racecourse is reintroducing Ladies Day at the Festival, a concept they previously moved away from in 2019, with Blackmore at the helm as they seek to expand their appeal to women.
Blackmore, 36, made history in 2021, becoming the first woman to win the Grand National, riding Minella Times. She became one of the most celebrated figures in modern horse racing.
Blackmore has also claimed multiple Cheltenham Festival victories, including the Champion Hurdle.
Known for her tactical brilliance and calm demeanour, Blackmore has broken barriers in a male-dominated sport.
Her achievements have earned her widespread respect from fans and fellow jockeys.
Blackmore is now set to take this new postion to help expand the sport.
Rachael Blackmore will take up a new role as Head of Ladies Day at the Cheltenham Festival
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PA
Commenting on the appointment, Blackmore 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 race days 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.”
Cheltenham Festival will reinstates Ladies Day for the first time since 2019
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PAGuy Lavender, chief executive of the Festival, added: “Rachael is a household name whose success and passion for horse racing 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 fan base.
“From there we’ve been developing a campaign aimed at encouraging more women to attend race days 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.
Rachael Blackmore retired as a jockey earlier this year
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PAShe added: “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.”
The Irish jockey has been crowned the winner of countless top-level races, including the Cheltenham Gold Cup and the Grand National.
The role came six months after Blackmore announced her immediate retirement from professional horse racing on in May following her final victory in Cork.
In a statement, she said: “My days of being a jockey have come to an end. I feel the time is right. I’m sad but I’m also incredibly grateful for what my life has been for the past 16 years”.
Rachael Blackmore made history as the first female jockey to win the Cheltenham Gold Cup | PALadies’ Day was rebranded as “Style Wednesday” in 2024 to be more gender-neutral and inclusive in a move that was branded “woke” by English broadcaster and former journalist Mike Parry.
Speaking on GB News, he said: “I hate this wokeness because, as far as I’m concerned the racing world is largely dominated by men and this is paying a tribute to the ladies who make the race meeting so much better and finer by them coming in their beautiful dresses and clothes.
“It’s a day of great power for women and empowerment.”
GB News Presenter Andrew Peice added: “I don’t think women were offended by it.”