New drinks sponsorship
Tennent’s on a winner at Ayr Racecourse
It will officially launch at the flagship William Hill Ayr Gold Cup Festival – Scotland’s richest flat racing festival – which runs from 17 to 19 September.
More than 20,000 racegoers will attend the three-day Festival. It will be the first time in many years that Tennent’s lager will be available at the course although the Tennent Caledonian Breweries Handicap was run at the track for many years until 1999.
The collaboration will see newly-designed Tennent’s branded areas across the site and bar areas. Signs featuring the iconic red T, specially designed to capture the spirit of a race day, such as ‘Dead HeaT’ and ‘Punter’s FavouriTe’, will adorn the bar areas. Branding and outdoor mobile bar units will be rolled out over the next year.
Tennent’s joins a growing list of major companies to be associated with the racecourse.
David Brown, managing director of Ayr Racecourse, said: “Tennent’s Lager is an iconic Scottish brand and a company we are proud to be welcoming as partners of Ayr Racecourse.”
Matt Munro, on trade sales director at Wallaces TCB, said: “We’ve been working closely with the team at Ayr to help make sure the Tennent’s association captures both the spirit of the brand and the meetings and events it will be at the heart of. We’re very excited to be launching this partnership at the prestigious Ayr Gold Cup and wish everyone attending a fantastic meeting – with many more to come.”