New things to come at Cheltenham Festival in 2019
The road to Cheltenham has well and truly begun with only four months to go until the pinnacle event. Cheltenham Festival will once again welcome thousands of visitors to Prestbury Park in March 2019. However, the eagle eyed race goers amongst you will have noticed that there will be some changes, what an exciting time for the racecourse.
Partnership with Magners
Earlier in the summer it was announced that Magners Irish Cider will be the new sponsors of the Cheltenham Gold Cup Race. Alongside this they will be the first ever Presenting Partner of The Festival. The partnership with the Clonmel based company closely reflects on The Festival’s Irish connections. After all the third day of the meeting is Cheltenham St Patricks Day. Making it a perfect match for both sides.
Magners spoke of how they were excited to present their brand to a wider audience. In 2018, The Festival attracted a TV audience of over 3 million and over 220,000 visitors. What brand wouldn’t want to reach an audience with that kind of scope? It is a fantastic opportunity for an Irish brand to reach more UK consumers and become a staple piece in the UK drink and beverage industry.
This is the first time The Festival will have a presenting partner for the whole event. In 2019 it will be referred to as The Festival, presented by Magners. Jockey Club Racecourse spoke of how they were delighted to partner with such a well known Irish brand. With a vast amount of tickets being sold to Irish racegoers, this will no doubt be a lucrative deal for both sides.
Will the first winner of the Magners Gold Cup race go on to be a renowned champion like the great Golden Miller, Arkle and in recent times Kauto Star? History is made at Cheltenham.
History is repeating itself
The new partnership is not the only change. History repeats itself in 2019 with the original Cheltenham Gold Cup trophy being reinstated. The 18 carat plated gold cup will be awarded as a perpetual prize in 2019 for the first time in years. The original trophy has been kept in a private vault since its previous owner in 1970
The original trophy was originally created locally to our Head Office at Eventmasters in Birmingham. Produced in 1924 by S Blanckensee & Son Ltd and commissioned by Simmons of Cheltenham, it is great to have a piece of history back again.
Eventmasters have a further direct connection to the Cheltenham Gold Cup as Company Managing Director Denise Sheasby was a part owner of the 2010 Gold Cup winner Imperial Commander.
Denise said “I think it is a great move by Cheltenham to partner with Magners and a massive well done to all concerned in securing the original Gold Cup trophy, I am definitely one for tradition”
The 2019 Gold Cup Winner will receive a replica of the original with the trophy remaining at its Cheltenham home throughout the year. Who will make history in 2019?
Fear not, the electric atmosphere that makes Cheltenham Festival what it is will stay the same. You can expect to see some of the world’s most renowned runners, jockeys and trainers battle it out in a nail biting finish to the end. The four day spectacular will once again provide visitors and viewers with an experience truly worth savouring.
Will you be there to witness all the great changes in 2019? See the first winner of the Magners Cheltenham Gold Cup and see the original Gold Cup trophy reinstated first hand. A once in a lifetime opportunity not to be missed.