Magners saddles up with Cheltenham

18 Jul 2018

By: Sport Industry Group

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

A new four-year agreement with Jockey Club Racecourses will see the first ‘Magners Cheltenham Gold Cup’ run on Friday 15th March 2019.

The agreement, which will run until 2022, will also see Magners Irish Cider become the Presenting Partner across all four days of the landmark national hunt festival, which will be known as ‘The Festival, presented by Magners’.

The partnership celebrates the brands' shared Irish heritage, linking the Tipperary brewers with the leading Anglo-Irish event in the UK. The Cheltenham Festival attracts crowds of over 260,000 each year, including many thousands from Ireland, and is watched by millions of horseracing fans across the world via TV and digital platforms.

Commenting on the partnership, chief marketing officer of C&C Group plc, Jason Ash, said: “Magners Cider is 100% Irish, made in Clonmel, County Tipperary, where William Magner first started making cider over 80 years ago.

"Famous for our Irish heritage, sociability and positive view on life 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”

Cheltenham and South West Regional Director for Jockey Club Racecourses, Ian Renton added: “To work with Magners over the next four years is something our whole team is hugely looking forward to. I believe this partnership with a brand of provenance and heritage like Magners 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 racegoers, so we feel this partnership is a great fit and we’re delighted to be working alongside a partner with such a strong Irish heritage and appeal in the UK, Ireland and beyond.

“As well as looking forward to staging the first Magners 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.”

The Cheltenham Gold Cup takes place at level weights over three and a quarter mile and 22 fences with former horses including Arkle, Best Mate, Golden Miller, Kauto Star and Mill House.