Cheltenham Racecourse is stepping up efforts to attract more women to horse racing with former jockey Rachel Blackmore appointed as Head of Ladies Day at The Festival to challenge perceptions that the sport is not for everyone.
“Whether someone follows racing closely or has never been before, it’s such a brilliant day out and i believe it has so much to offer to everyone,” Blackmore said.
The 36-year-old, who retired from the saddle in May 2025, has joined the racecourse as an ambassador to help identify barriers preventing women from attending race meetings and encourage new audiences to experience the sport.
The move follows research by The Jockey Club which found that women account for, on average, just a quarter of visitors to Cheltenham Racecourse during the season.
This compares with an industry average of 39% for jump racing, according to the Racecourse Association and Great British Racing Data Insight Programme.
Further research conducted by The Jockey Club in 2023 found that some women felt racing was “not for them”, with perceptions of the sport being targeted towards men potentially discouraging attendance.
Blackmore who made history by winning the Grand national in 2021 aboard Minella Times and the Cheltenham Gold Cup in 2022 on A Plus Tard, will work with the racecourse to help change those perceptions.
“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,” she said.
“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.”
Her appointment coincided with the return of Ladies Day at the Cheltenham Festival on Wednesday 11 March 2026, marking its first appearance since 2019.
The initiative aims to showcase the Festival as a combination of world-class sport, fashion and socialising, offering an experience that appeals beyond established racing fans.
Blackmore’s role also involves helping the racecourse understand how it can make race days more appealing to women who may not traditionally have considered attending.
Reflecting on the campaign, she said: “It’s great to see more women deciding to come along to Ladies Day this year. To see numbers go from 25% to 33% is fantastic and hopefully it’s something that will continue to grow.”
Blackmore’s achievements have helped raise the profile of women in racing, and she hopes her new position will help make the sport more accessible to a wider audience.
With Cheltenham looking to build on the increased attendance at Ladies Day, the campaign represents an opportunity to challenge existing perceptions and encourage more women to engage with racing.
For Blackmore, the goal is to show that the sport has something to offer everyone, whether they are lifelong racing fans or first-time visitors.
