Magners has been unveiled as exclusive sponsor of the Cheltenham Gold Cup and as Presenting Partner of the associated horseracing Festival.
The four-year agreement with the Jockey Club will see the first ‘Magners Cheltenham Gold Cup’ run on Friday March 15, 2019, the feature race on the final day of the Festival.
In addition, the agreement, which runs until 2022, also sees Magners become the Presenting Partner across all four days of the event, which will be recognised as ‘The Festival, presented by Magners’.
The Festival is the fourth-biggest sporting event in the UK, in terms of the total number of visitors. It has broad and increasing appeal in Ireland, with approximately one-third of tickets sold in 2018 going to Irish race-goers, which resonates with Magners’ new “100% Irish” brand positioning. The Gold Cup was won most recently by Native River (pictured).
Jason Ash, Chief Marketing Officer of brand owner C&C Group, commented: “We are truly excited to put our name to the most prestigious jump race in Europe and partner with one of the UK’s best sporting and social occasions as a platform to engage fans and bring Magners to a global audience.
“We look forward to working with The Jockey Club to engage horse racing fans across multiple platforms, including at the Festival, in the on- and off-trades, and via advertising, digital and social activation.”
