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The Cheltenham Festival

Become a partner at The Orchard

An exclusive experience to showcase your brand

Introduced in 2019 to great acclaim The Orchard™ provides the opportunity for the racecourse to work with exclusive partners delivering racegoers an additional, premium experience alongside the racing.


This exciting addition at The Festival™ allows our partners to showcase their brands to a perfectly aligned audience.


The Orchard is available to Cheltenham’s Annual Members, Owners, and Trainers, Hospitality clients, Club Enclosure badge holders and invited celebrity guests.


In 2019 The Orchard showcased leading brands including Bentley Motors who celebrated their centenary, Boodles Jewellers who showcased the finest of their collections, Glenfarclas Single Malt Whisky had their own cocktail bar, John Lewis and Partners who provided make-up experiences and English sparkling wine producer Nyetimber who were represented with their Routemaster bus bar.


In 2024 we expect to grow The Orchard™ further and increase the opportunities for brands to be represented.



What does The Cheltenham Festival mean to you?


Being a horse racing fanatic, the four days of the Cheltenham Festival are inked in my diary at the beginning of the year. They are simply unmissable for me.  However, even if horse racing is not your thing, it is such an exhilarating, exciting and social week  everyone would love it.


Tell us more about ‘The Orchard’ and what attracted you to exhibit within it?


The Orchard has become a little bit of Mayfair at Cheltenham, with Boodles and Holland & Holland amongst the exhibitors. It has been beautifully designed by the racecourse and is a thoroughfare for many of the racegoers accessing the luxurious dining offerings. Our stand is permanently busy and we now meet a lot of customers who we only meet each year at the Festival, who do not necessarily go to London very often.


How does you partnership with The Jockey Club allow you to reach new audiences?


A few years ago it dawned on us that it is easier to pick up new customers, who are crucial to every business, at events than by any other marketing activity. We therefore looked at several events which presented the possibility for us to meet likely customers.  The Cheltenham Festival, along with Chelsea Flower Show, Burghley and Blenheim Horse Trials, have been selected by Boodles for exhibiting.  This year will be our fifth year exhibiting at the Festival and notwithstanding the pandemic, business has grown each year.  Our staff also love being a part of it.


Why would encourage other Walpole Members to showcase their wears in The Orchard?


Admittedly I am biased as I love horse racing, but I can think of few events which are more on-brand than the Cheltenham Festival for exhibiting, sponsoring and entertaining, and we do all three through the week.

Become a sponsor or partner

Build your brand and heighten your profile with Cheltenham Racecourse, the Home of Jump Racing. Creating the Partnership is not just about placing your brand name against a race, it's about building a relationship between two businesses, and ensuring your brand is at the forefront of people's minds.

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