Bulmers to sponsor Cheltenham Gold Cup

Bulmers Irish Cider has today been unveiled as the sponsor of the Cheltenham Gold Cup and as Presenting Partner of The Festival, staged annually in March at Cheltenham Racecourse.

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.

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 Festival, meaning The Festival will be recognised in the Republic of Ireland as 'The Festival, presented by Bulmers'.

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 Festival will be referred to as 'The Festival, presented by Magners'.

Today's 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 partnership between Jockey Club Racecourses and Bulmers Irish Cider, celebrates the brand's Irish heritage by associating with the leading British and Irish-attended event in the UK, attracting crowds of over 260,000 annually, and watched by millions of horse racing fans across the world, via TV and digital platforms.

The Festival has broad and increasing appeal amongst Irish horse racing fans. Approximately one third of all tickets for the 2018 event were bought by Irish race-goers. The Festival 2018 was another fruitful year for the Irish, with punters witnessing 17 Irish-trained winners during four days of competitive Jump racing.

Jason Ash, Chief Marketing Officer of C&C Group plc, said: "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. We look forward to engaging consumers in a new way and bringing Bulmers and Magners 100% Irish cider to a new audience at this iconic sporting and social occasion.

"We see our partnership with The Festival 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."

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 Festival 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 Festival has had a Presenting Partner to promote the whole event to an even wider audience."