At first glance, Royal Ascot looks like a luxury affair reserved only for the ultra-wealthy.
But spend a little time soaking in the atmosphere and it becomes clear—this world-famous horse racing event is about much more than big money and designer suits.
It’s a celebration of dreams, determination, and pure joy, whether you’re betting six figures or sipping a £7.80 pint of Guinness on the lawn.
A Dream Realized in the Winner’s Circle
Friday brought a particularly emotional moment when a tough filly named Cercene clinched victory in the prestigious Coronation Stakes.
For Joseph Murphy, a 70-year-old trainer from Tipperary who’s been working in the sport for five decades, the win was nothing short of magical.
“This is 50 years of work—it’s heaven on earth,” Murphy said, eyes welling up.
For him, no amount of money could match the feeling of watching his horse cross the finish line first on racing’s grandest stage.
The Big Spenders Still Show Up
Of course, Ascot isn’t short on high-rollers. The week kicked off with the glitzy Goffs London Sale in Kensington Gardens, where football agent Kia Joorabchian squared off with American investor John Stewart in a fierce bidding war over a colt named Ghostwriter.
Joorabchian won—dropping £2 million in the process.
Ghostwriter now has his eyes on the Hardwicke Stakes, with a juicy £141,775 top prize up for grabs.
Small Budgets, Big Wins
But it’s not all million-pound purchases. Take Havana Hurricane, a young horse picked up for just £9,000 by trainer Eve Johnson Houghton.
That bargain buy thundered to victory in the Windsor Castle Stakes, earning over £62,000 in prize money.
This contrast captures what Royal Ascot is all about: whether you’re a first-time punter or an international investor, there’s a place—and a shot at glory—for everyone.
Fashion Ranges from Luxe to Thrift
Royal Ascot’s dress code may be famously strict, but style doesn’t have to cost a fortune.
Sure, you’ll see Morning Suits adorned with fresh floral buttonholes (often paid for with crisp £20 notes), but one racegoer proudly shared that his pink-and-purple tie cost just £1.70 from a charity shop—and it matched his waistcoat perfectly.
From Royalty to Everyday Fans
“You get 300,000 people over five days,” explained Ascot CEO Fliss Barnard.
“Everyone from the King of England to someone who saved every spare pound for months to come here.”
She’s spot on—it’s not just a horse racing event; it’s a carefully balanced ecosystem where people from all walks of life find their own version of luxury.
Pricey Sips and Pocket-Friendly Perks
Yes, the price tags can be steep. Whispering Angel rosé costs £75 a bottle.
Moët & Chandon champagne? That’ll be £100. But there’s also value to be found.
Entry to the Heath enclosure is £45—a steal compared to tickets for other major sporting events.
And staying hydrated doesn’t have to cost a thing.
With 16 hydration stations and free bottles of water handed out at the end of each day, Ascot is making sure guests stay cool in the summer heat.
Putting on the Show Comes at a Cost
Staging Royal Ascot isn’t cheap. The event costs £30 million to put on each year, but the return is monumental.
Around 70–80% of Ascot’s annual income comes from this single week.
In 2024, the venue reported a turnover of £110.9 million—making clear just how vital the event is to its bottom line.
A Long-Term Investment That Paid Off
Remember the jaw-dropping grandstand? That iconic structure was funded by a £200 million loan taken out in 2005. Fast forward to now—it’s fully paid off.
One American tourist reportedly stood frozen in awe, simply admiring it from the parade ring.
The True Value Is in the Memories
At the end of the day, the money, the style, the stats—they all play second fiddle to the emotion.
Just ask Joseph Murphy, who called his moment of victory “heaven.”
That sentiment echoed throughout the crowd.
Because no matter how you arrived, what you spent, or where you watched from, being part of Royal Ascot feels like stepping into a fairytale—even if only for a day.