Bulmers Inks Deal To Sponsor Cheltenham Gold Cup Through '22

Bulmers Irish Cider was unveiled as the new exclusive sponsor of the Cheltenham Gold Cup, according to the IRISH INDEPENDENT. The brand is known as Magners outside Ireland, "so the race will be called the Magners Cheltenham Gold Cup" until '22. The four-year agreement between Bulmers and Jockey Club Racecourses will result in the first Magners Cheltenham Gold Cup being run on March 15, 2019. Magners Irish Cider will also "become the presenting partner across all four days of the Festival," which will be recognized as "The Festival, presented by Magners" (IRISH INDEPENDENT, 7/18). RACING POST's Jack Haynes reported prize money for the feature race will remain at £625,000 ($816,400), having increased from £575,000 last season. The Cheltenham Festival attracts more than 260,000 racegoers annually and is the fourth-biggest sporting event in the U.K. in terms of attendance (RACING POST, 7/18).