With its enduring and successful association with Royal Ascot, fashion retailer LK Bennet has now become an Official Sponsor of Ascot Racecourse from 2025 in a new three-year collaboration.

It's a big deal for the label that adds extra weight to its marketing efforts and puts it right in front of the kind of consumers it wants to reach.

The brand moves up from the status of Official Licensee for Ladies Fashion it has held across two summer ready-to-wear and footwear collections, so the new sponsorship “is a natural progression for two synonymous British brands”, it announced.

It said the partnership "has proved to be a huge success with consumers and media both UK-based and globally”. 

Along with the new title, LKB said we should expect “exciting activations” beginning with the Royal Ascot x LK Bennett fashion experience at the racecourse for the Royal Meeting across 20-24 June.

Added to that will be the opening of a year-round boutique at Ascot, and an autumn/winter collection launching for the Jumps Season alongside the official Royal Ascot x LK Bennett collection for spring/summer 23, launched in March. Both seasonal collections also include handbags and footwear.

Darren Topp, CEO LK Bennett, said the extended partnership with Ascot will allow it to “develop exciting opportunities for the brand and our wonderful customers”.  

Felicity Barnard, Commercial Director, Ascot Racecourse, added: “We are looking forward to working in collaboration to amplify the fashion associated with Ascot Racedays and Royal Ascot through interactive experiences, content and of course, LK Bennett’s highly anticipated collections launching in spring and autumn 2025.”