The Cheltenham Gold Cup has a new title sponsor in the shape of upmarket jeweller Boodles.

After Magners withdrew from the sponsorship in 2020, last year’s race carried the name of the WellChild charity but this announcement carries a long term certainty about the ability of Cheltenham to maintain the pre-eminent position of the race in the sporting calendar.

Boodles has a long term involvement with the Cheltenham Festival having supported two other races and the Leading Jockey award since 2014.

There is a nice transition in place as well with Boodles donating a piece of fine jewellery from its collection to auction to support of the charity.

Rachael Blackmore, who finished second in the race last year, was part of the launch modelling a selection of Diamond Jewellery for the brand who have a premium store on Dublin’s Grafton Street.

“Boodles is thrilled to have the opportunity to sponsor the Cheltenham Gold Cup,” said Chairman Nicholas Wainwright.

“We have had a long association with horseracing at Aintree over many years – having been established in Liverpool in 1798 – and of course in recent years at the home of jump racing, Cheltenham.”

“Today’s announcement expands a multi-year partnership, starting with our sponsorship of the Leading Jockey Award at the Festival, then the Boodles Juvenile Hurdle and now the Boodles Cheltenham Gold Cup itself.”

“Our involvement and sponsorship of the Cheltenham Gold Cup is a perfect fit for us and we are going to enjoy the journey.”

“It is wonderful to enjoy this association with Boodles, such an iconic British brand, at Cheltenham and we are very proud to see this partnership expand to take on the most prestigious jump race in the world,” added Cheltenham CEO Ian Renton.

Sport for Business Perspective

An iconic event deserves an iconic partner and this is one that fits the bill. There is obviously a strong racing connection already in place but the brand reaches beyond that of the betting sphere that might have been an easier brand to secure for the racecourse. I was the Sponsorship Director at the UK Tote when we were long term sponsors of the race and at every renewal, we always agreed verbally that if the right national or international brand was to come looking, we would step aside. Now we need to focus on finding another winner to allow for a photo of the homecoming parade to take place on Grafton Street…