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An Interactive Sale Like No Other - Entries Opening Mon 24th

The iconic Goffs London Sale will take place as an interactive virtual event on the eve of Royal Ascot, Monday 14th June 2021, broadcasting live to bidders around the world, creating a unique platform to sell Royal Ascot entries and international racing prospects. Entries will open for a limited number of horses on Monday 24th May and will close on Monday 7th June.

The sale looks to catalogue no more than 12 lots that will be individually promoted to an international audience via Goffs Online both in the lead up to the day and during a ground breaking broadcast that will combine a live sale with interviews of the connections.

As an added incentive to buyers Goffs have introduced a bloodstock agent or licenced trainer commission of 5% subject to Conditions of Sale.

Goffs will once again link with GBRI to promote both the Goffs London Sale and Royal Meeting to international clients and potential sale purchasers by co-hosting a London Sale lunch at a central London location for a limited number of international potential purchasers in tandem with the event.

Launching the entry process, Goffs Group Chief Executive, Henry Beeby said:

“The Goffs London Sale is synonymous with Royal Ascot Week and has become the unofficial launch of the Royal Meeting. A sale like no other, this year’s renewal will stand out from other online sales as it will be run as an interactive broadcast with presenters interviewing participants as each horse is offered in a live sale via our superb Goffs Online platform.

“Goffs London Sale has always been that little bit special with some amazing prices in its short history headed by £1.3 million for a Royal Ascot entry whilst no one will forget the global appeal of Frankel’s first foal selling with his dam for £1.15 million. While we can’t be there in person this year our unique approach will result in a truly one-off event that offers a global platform for each entry.”

For vendors and potential purchasers, please read the Information Sheet here.

To discuss nominations for any of the following categories please contact Nick Nugent at Goffs on +353 86 243 8899 or email nicknugent@goffs.ie :


  • Royal Ascot entries
  • Fillies with racing and breeding potential
  • International racing prospects
  • Shares in Horses In Training


Breeding Stock:

  • Mares with or without a foal at foot
  • International mares sold in absentia
  • Breeding rights and stallion shares