Marketing

C&C agrees 2 exclusive horse-racing deals

C&C Group has announced that its premium Irish cider brands Magners and Bulmers will sponsor the Cheltenham Gold Cup and be Presenting Partners of The Festival  under an exclusive four-year agreement from March 2019.

The Cheltenham Festival is the most prestigious Jump-racing event in Europe and one of the UK and Ireland’s highest-profile sporting and social occasions. The Festival typically attracts approximately 260,000 race-goers over four days, with one-third travelling from Ireland. It’s watched by millions of horse-racing fans across the world on TV and digital platforms.

This agreement offers a unique platform to promote C&C’s premium Irish cider brands to new and existing consumers in Ireland, the UK and around the world.

From next March the Cheltenham Gold Cup will be known as the ‘Magners Cheltenham Gold Cup’ in the UK and internationally and as the ‘Bulmers Cheltenham Gold Cup’ to audiences in the Republic of Ireland. Additionally, The Festival will be referred to as ‘The Festival, presented by Magners’ in the UK/internationally and as ‘The Festival  presented by Bulmers’ in the Republic of Ireland.

The sponsorship agreement with the Jockey Club Racecourses will greatly enhance the visibility of both brands in their respective markets.

“Given the Cheltenham Gold Cup’s huge popularity in both the UK and Ireland, this sponsorship is a natural fit for our business,” commented C&C Group Chief Executive Stephen Glancey, “We believe The Festival’s  appeal will continue to grow and by association, expand the audience of our two premium Irish ciders.”

 

 

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