cheltenham | partnership
CHEERS!
Magners drinks to a successful first year at Cheltenham
2019 MARKED MAGNERS’ first year as exclusive naming sponsor of The Cheltenham Gold Cup, and as the first ever Presenting Partner for The Festival™ – and what a year it was! The partnership between Magners and Cheltenham is a marriage made in heaven. From the home of our refreshing cider in Clonmel, County Tipperary, with its historic connections to Irish horse racing, to the incredible passion for The Festival in Ireland that sees almost a third of the 265,000 attendees make the pilgrimage to Cheltenham. As the number one Anglo-Irish event in the UK and one of the greatest sporting and social events in the world, the four extraordinary days have become a must-attend occasion and it was great to see it come to life both in the build up and across the four days. For everyone attending, the shared stories and experiences are a huge part of what makes The Festival so extraordinary. As we were making the journey for the first time, we looked to share in the excitement and anticipation as we travelled the ‘Road to Gold’ from Clonmel to Cheltenham. In the lead up to The Festival, we created a series of films capturing anecdotes and experiences from jockeys, owners, trainers, stars of sport and entertainment and punters to hear first-hand how special Cheltenham is to them. We hosted four live events from Clonmel to Dublin, London to Cheltenham, each involving special guest panels, discussions, tips and fun challenges.
At The Festival, we welcomed thousands of people to Ciderland, serving the best ice-cold pints of Magners at Cheltenham. Fans could relax and catch up with friends in an area that quickly became a hugely popular destination and meeting point during The Festival. When it came to our big race – The Magners Cheltenham Gold Cup – it was amazing to witness legendary trainer Willie Mullins finally secure his first Gold Cup winner. Al Boum Photo’s victory was yet another incredibly emotional story, across a brilliant four days of racing.
For the Magners Gold Cup, we wanted to bring some of our positive Irish outlook to the occasion, so we created ‘Losing Ticket’. Anyone who was ‘lucky’ enough to bet on the last horse to cross the line in our title race was able to turn their losing betting slip into a win – a free case of Magners. Looking ahead to the 2020 Festival, we’ll build on our first year and ensure Magners continues to enhance the Cheltenham experience for fans. There will be more light-hearted activity to join in with and enjoy, plus plenty of our delicious, refreshing Irish cider.
“We were proud and grateful to be embraced by the Cheltenham family, the horse racing industry and fans alike and we’d like to thank you all for welcoming us so warmly. Cheers to next year’s Festival.” Karl Donnelly, Magners Brand Director
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