Bulmers has today (18 July) been unveiled as the exclusive sponsor of the most prestigious Jump race in Europe, the Cheltenham Gold Cup and as Presenting Partner of The FestivalTM, staged annually in March at Cheltenham Racecourse, Prestbury Park, Gloucestershire.
The announcement represents the first major horse racing sponsorship by Bulmers, which is produced in Clonmel, County Tipperary and is part of C&C Group Plc.
The four-year agreement between Bulmers Irish Cider and Jockey Club Racecourses will see the first Bulmers Cheltenham Gold Cup on Friday, 15 March 2019, the feature race on the final day of Jump racing's showpiece event.
“This sponsorship represents a milestone for us as it is our first major horse racing sponsorship. We’re truly excited to partner our premium cider brands of heritage and provenance with the most prestigious Jump race in Europe," Jason Ash, chief marketing officer of C&C Group plc, said.
In addition, the agreement, which will run until 2022, will also see Bulmers Irish Cider become the Presenting Partner across all four days of The FestivalTM, meaning The FestivalTM will be recognised in the Republic of Ireland as ‘The FestivalTM, presented by Bulmers’.
“We see our partnership with The FestivalTM and the Bulmers Cheltenham Gold Cup as a perfect fit and we look forward to working with The Jockey Club over the next four years,” added Ash.
Presented By Magners
Bulmers is known as Magners outside of the Republic of Ireland, including in the UK.
Therefore, in the UK and the rest of the world, the showpiece race will become the ‘Magners Cheltenham Gold Cup’ and The FestivalTM will be referred to as ‘The FestivalTM, presented by Magners’.
Ian Renton, Cheltenham and South West Regional Director for Jockey Club Racecourses, said: “To work with Bulmers and Magners over the next four years is something our whole team is hugely looking forward to. I believe this partnership with a well-loved brand like Bulmers will provide a big opportunity for both parties.
“In the build-up to The FestivalTM each year, a third of the tickets purchased are by Irish attendees, so we’re delighted to be working alongside a partner with such a strong Irish heritage.
“As well as looking forward to staging the first Bulmers Cheltenham Gold Cup, 2019 will be the first time The FestivalTM has had a Presenting Partner to promote the whole event to an even wider audience.”
The FestivalTM and the Cheltenham Gold Cup reportedly attracts crowds of over 260,000 annually, and watched by millions of horse racing fans across the world, via TV and digital platforms.
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.