Can something as simple as a name change really do so much damage? In 2024, Ladies Day rebranded as ‘Style Wednesday’ – which coincided with historically low attendance, and calls that the Festival had ‘gone woke’.

Adamant that the return to Ladies Day this year is not a social justice u-turn, the organisers will be happier to note that there was a significant interest in pre-bought tickets by women, which rose to 33 per cent from 25 per cent last year.

Rachael Blackmore, so-called Queen of Cheltenham, has also been appointed ‘Head of Ladies Day’ in a drive to boost sales.