London: Ascot Racecourse has announced a landmark partnership with BEYOND Developments, a real estate brand born in Dubai and backed by the renowned OMNIYAT Group. As part of the agreement, BEYOND becomes the Official Real Estate Partner for all 26 race days at Ascot, including the prestigious Royal Ascot event, scheduled to take place from June 17 to 21, 2025.

The strategic alliance brings together two worlds steeped in legacy and culture—Ascot’s centuries-old reputation as a global symbol of British tradition and BEYOND’s contemporary vision shaped by Dubai’s dynamic real estate landscape. The collaboration is poised to deliver immersive brand activations and luxury experiences to racegoers while also showcasing Dubai’s bold approach to design-led waterfront living.

Felicity Barnard, CEO of Ascot Racecourse, commented on the partnership, “We are thrilled to welcome BEYOND as an Official Partner. It’s very much a natural fit for both brands, with our shared focus on quality and luxury. We’re excited to work with BEYOND across our global network and throughout our race days this year. I’m sure racegoers will be impressed by their activation at Royal Ascot.”

Adil Taqi, CEO of BEYOND Developments, highlighted the cultural resonance of the collaboration, “It is an honour to join the Ascot family. This partnership reflects our commitment to connecting cultures through vision, heritage, and thoughtfulness. Horses, a symbol of grace and strength, are deeply rooted in the UAE’s cultural identity—values that also shape how we design communities and living spaces.”

Royal Ascot 2025 will mark the debut of BEYOND’s lifestyle showcase, giving over 300,000 racegoers—and a global television audience of more than 650 million—a first-hand look at the evolving face of real estate in the UAE. The brand’s showcase will highlight its commitment to innovative waterfront living, architectural excellence, and human-centric design that fosters creativity, connection, and community.

As an OMNIYAT-backed venture, BEYOND represents a new chapter in Dubai’s high-end real estate narrative. Its projects aim to redefine urban living by going “beyond” traditional luxury—offering curated experiences, refined aesthetics, and vibrant community-centric spaces inspired by nature and cultural heritage.