The C&C-owned Bulmers has struck a four-year deal with Jockey Club Racecourses to sponsor the Cheltenham Gold Cup which is the highlight race during the annual Cheltenham festival which takes place every March.
For the next four years, the race will be known as the Magner’s Cheltenham Gold Cup. Bulmers Irish Cider is known as Magners in the UK but the nod to its Irish heritage will see Bulmers Irish Cider will become the “Presenting Partner” across all four days of The Festival.
The sponsorship deal is the first major horse racing sponsorship by Bulmers, which is produced in Clonmel.
According to Jason Ash, chief marketing officer of C&C Group: “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 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.”