Luxury jeweller Boodles has a decade-long association with The Cheltenham Festival, becoming the sponsor of The Cheltenham Gold Cup in 2022. 2024 marked 100 years of The Cheltenham Gold Cup providing a unique platform for Boodles and The Jockey Club to celebrate and deliver against shared objectives. The ‘Gold Cup 100’ campaign was a true collaboration which included activations benefitting both parties and charities. This campaign and partnership activity has driven significant growth in claimed purchase of Boodles jewellery amongst fans and has seen the partnership extended to 2027, establishing Boodles as one of the biggest commercial sponsors in horse racing. Michael Wainwright, Boodles Chairman: “Whether it’s a result of the sponsorships we have embarked on in the last few years, such as the Cheltenham Gold Cup or winning the Walpole British Luxury brand of the year, Boodles has become far better known – there is no doubt about it!”