With Bulmers/Magners preparing to activate their sponsorship of the forthcoming Cheltenham festival, including the Cheltenham Gold Cup, the popular sports media brand Off The Ball has partnered with Bulmers to launch a three-part roadshow in the build-up to one of the highlights of the annual racing calendar.
The events – called The Road to Gold – will take place in Dublin, Clonmel and Cheltenham itself and will revolve around a mixture of entertainment, live music, interviews, previews and a behind the scenes look at the festival itself. As part of the sponsorship, Bulmers has enlisted Oli Bell from ITV Racing and Vogue Williams to lead the events.
“We are delighted to partner with Bulmers on these unique Road To Gold events. The Cheltenham Festival has a powerful connection to the Irish people and to our Off The Ball audience, making this partnership an ideal fit,” according to Paul Devitt, account manager, Media Central, which brokered the sponsorship:
Lorna Danaher, Sponsorship Manager of Bulmers adds: “Working with Off The Ball on our Bulmers Road To Gold campaign is a great way to drum up excitement for Bulmers first year as presenting partner of Cheltenham Festival. Sponsoring the 2019 Cheltenham Festival and Gold Cup marks a milestone for Bulmers as it is the first in a four-year partnership. Off The Ball was the perfect fit for promoting our inaugural sponsorship and we’re excited to host four exclusive star-studded events for fans across Ireland and the UK. We were especially excited to kick off these events in Clonmel, home of Bulmers Irish cider and stronghold of Irish horse racing.”