Magners Irish Cider has sealed its sponsorship of the Cheltenham Gold Cup and its role as presenting partner of The Festival.
It has brought itself closer to one of the UK's most prestigious jump races for its return 15 March 2019. For four years, the event will be branded as the Magners Irish Cider and Jockey Club Racecourses. This marks the brand's first ever foray into horse racing.
Magners expects to reach 260,000 attendees and millions of horse racing fans further afoot with the partnership.
Jason Ash, chief marketing officer of C&C Group, 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.
"Given The Festival is a major occasion in the sporting calendar of racing fans across the world, especially in the UK and Ireland, we are delighted to be a part of such an iconic event. We see our partnership with The Festival and the Magners Cheltenham Gold Cup as a perfect fit." He noted that the sponsorship syncs with Magner's new '100% Irish' positioning.
Ian Renton, Cheltenham and south west regional director for Jockey Club Racecourses, said: “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.
"As well as looking forward to staging the first Magners Cheltenham Gold Cup, 2019 will be the first time The FestivalTM has had a Presenting Partner to promote the whole event to an even wider audience.”