What’s next for Rachael Blackmore as she returns to Cheltenham in a new role

Rachael Blackmore, one of Ireland’s most successful jockeys, is returning to the racing scene in a different capacity. The Gold Cup-winning rider, who retired from the saddle in May, has been appointed Head of Ladies Day at Cheltenham Festival.

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Her new ambassadorial role will see her work with Cheltenham Racecourse to attract more women to attend the sport’s premier jump racing event. The Wednesday of the March Festival will again carry the Ladies Day title, part of a broader effort by organisers to refresh the racing experience and widen its audience.

Blackmore, who will attend Cheltenham’s November Meeting this Friday as a racegoer for the first time, will help identify barriers that may deter women from attending and explore ways to make the races more inclusive.

“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,” said Blackmore.

“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.”

Blackmore, who made history by winning the 2021 Grand National and the 2022 Cheltenham Gold Cup, will begin her new duties this week. She is also scheduled to take part in promotional events in Birmingham, Oxford and Cardiff early next year.

Her appointment comes as Cheltenham seeks to address a gender imbalance among its spectators. Data from The Jockey Club shows that only around a quarter of visitors to the racecourse each season are women. Across the wider jump racing industry, female attendance averages 39 per cent, according to figures from the Racecourse Association and Great British Racing Data Insight Programme.

Further research by The Jockey Club in 2023 found that many women felt racing was “not for them”, citing the perception that the sport is mainly targeted at men.

Cheltenham’s Chief Executive, Guy Lavender, said the appointment reflects a broader campaign to attract a more diverse audience. “We’ve been evaluating customer data and feedback and what really stood out was the opportunity to grow our female fanbase,” he said. “From there we’ve been developing a campaign aimed at encouraging more women to attend racedays and Rachael is exactly the kind of aspirational figure we hope will attract a new fan base to the sport.”

He added that Blackmore’s achievements have already helped to reshape perceptions of horse racing. “Rachael is a household name whose success and passion for horseracing resonates not only with racing fans and aficionados but general sports fans and even wider audiences,” said Lavender.

“Her ground breaking 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.”

Blackmore, who was crowned leading jockey at the 2021 Festival, has become one of the most recognised figures in Irish sport. Her historic wins earned her international acclaim, including being named BBC World Sports Star at the 2021 Sports Personality of the Year Awards.

Her latest role marks a new chapter in a career that has already helped redefine what is possible for women in racing.

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