The Queen has given her consent to a sponsorship deal which would allow the Qatari royal family to sponsor Royal Ascot, the first time such a concession has been granted.
Expected to raise millions for the historic racecourse the move clears the way for the name of the Qatari royals to appear on branding during the first day of the sporting occasion by naming their holding company, Qipco, as official partner for the day.
Qipco already sponsors Champions Day at Ascot in October but the Queen has resisted calls to allow sponsorship of the five day June event, until now.
Nick Smith, Ascot’s head of communications, said: “Sponsorship is just not on our radar. But Qipco will have partner presence, which means that they will enjoy everything that forms part of the most overt branding ever seen at the Royal meering.”