Ascot Doubles Down: King George Purse to Reach £2.5 Million in 2027

The historic Group 1 contest will see another significant purse increase next year, reaching a record figure for British racing and taking a major step toward parity with the Prix de l'Arc de Triomphe (G1). The decision comes on the back of the racecourse's robust financial health

BERKSHIRE, England (Special to Turf Diario).- Ascot Racecourse’s ambition to keep the King George VI and Queen Elizabeth Stakes (G1) ranked among the world's most prestigious events will receive another massive financial boost. Racecourse officials announced that the 2027 edition will feature a record purse of £2.5 million, setting a new landmark for British racing and representing a 25 percent increase over this year’s total.

The decision comes just days before the 2026 running of the traditional G1, which will already unveil a record £2 million purse, sharing top billing among Britain's richest races alongside the Epsom Derby (G1).

With this latest raise, the King George will have doubled its prize money in just three seasons, up from £1.25 million in 2024.

Nick Smith, Ascot’s Director of Racing and Public Affairs, explained that the goal is to progressively close the economic gap with the Prix de l'Arc de Triomphe (G1), Europe’s benchmark event in terms of prize money, which will offer €5 million this year.

"It is the second consecutive year of major increases. We know we won't catch up to the Arc overnight, but it remains the European benchmark. If we want the King George to maintain its status as Britain's most prestigious contest for older horses, the prize money must reflect that standing," he noted.

Smith also emphasized that the move forms part of a broader strategy to bolster Britain's midsummer calendar and prevent owners and trainers from targeting lucrative autumn international targets too early.

"We cannot rely solely on the Classics and Royal Ascot. We must protect that golden period stretching from the July Cup (G1) through to the Juddmonte International Stakes (G1), ensuring it remains a major draw for both domestic and overseas trainers," Smith explained.

The presence of top international stars in recent years, such as Japan's Masquerade Ball (Duramente), reinforced the vision that boosting purses is a highly effective way to keep attracting elite competitors.

The announcement coincided with the release of Ascot’s 2025 financial figures, which clearly justify the administration's optimism. The racecourse generated record revenues of £118.6 million, up 4.8% from the previous year, driven by strong growth in hospitality, catering, ticket sales, and sponsorships.

Furthermore, pre-tax profits rose from £8.42 million to £10.55 million, while the course fully paid off the long-standing debt stemming from its major redevelopment completed two decades ago. After making a final mandatory payment of £3 million, Ascot ended the year with a net cash position of £10.4 million, wiping out the remaining liabilities on its books in 2024.

"We are now debt-free and positioned to look forward. That financial freedom is precisely why we can be so aggressive with prize money increases," Smith said.

Chief Executive Officer Felicity Barnard highlighted that sustained financial health will enable continued investment in both infrastructure and the raceday spectator experience.

"Sustainable growth is fundamental to our future. It allows us to upgrade our facilities, enhance the customer experience, and further solidify our core racing product," she stated.

Barnard also celebrated that Royal Ascot welcomed over 286,000 spectators in 2025, recording attendance growth for the third consecutive year—a trend that strongly supports the strategy to keep positioning the Berkshire venue as one of global racing's premier destinations.