Bulmers Irish Cider has been unveiled as the new exclusive sponsor of the Cheltenham Gold Cup.
The brand is known as Magners outside Ireland, so the race will be called the Magners Cheltenham Gold Cup until 2022.
The four-year agreement between Bulmers and Jockey Club Racecourses will see the first Magners Cheltenham Gold Cup run on Friday, March 15, 2019.
In addition, the agreement, which will run until 2022, will also see Magners Irish Cider become the presenting partner across all four days of the Festival, which will be recognised as ‘The Festival, presented by Magners’.
Jason Ash, chief marketing officer of C&C Group plc, said: “Magners Cider is 100 per cent 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, providing a year-round platform to bring to life our new “100% Irish” positioning to consumers in the UK and internationally.”
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.
“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.”