Ascot Racecourse Announces Peroni Deal

Ascot Racecourse has announced a multi-year sponsorship deal with premium Italian beer brand Peroni Nastro Azzurro.

The agreement will see the popular beer become ‘The Official Beer of Ascot Racecourse’, reinforcing the brand’s premium heritage at one of the world’s most iconic horse racing venues. The current deal will run for five years.

Peroni has teamed up with three-time Champion Jockey, Frankie Dettori as part of the announcement. The Italian jockey has been featured in a piece of art created by award-winning artist and art director Clym Evernden in one of his signature ink-based designs. The artwork vividly captures a day at Royal Ascot.

The artwork will take centre stage during the iconic Royal Ascot meet in June where racegoers will have the opportunity to utilise the brand-new House of Peroni, located in the Village Enclosure situated in the centre of the race track. The House of Peroni will pay tribute to the brands Italian heritage with a Mediterranean-inspired Aperitivo Bar, displaying Clym Evernden’s Royal Ascot artwork.

Commenting on the experience, Frankie Dettori said, “I have so many great memories over the years racing at Royal Ascot where I have built a fantastic connection with the fans. Royal Ascot and Peroni Nastro Azzurro embody passion and style, so It’s been a lot of fun working with Peroni Nastro Azzurro and Clym on bringing a touch of Italy to a landmark of the British summer. Hopefully lots of fans can take the time in between the racing to go and see the piece of art inside the House of Peroni at Royal Ascot this summer”

Clym Evernden added, “Royal Ascot is such a huge part of the British summer. It’s been fun delving into what makes it such a special event for so many while adding a touch of Italian style. It’s been a pleasure working on this project with one of the all-time sporting greats. Frankie is one of those athletes that transcends his sport with his infectious character and charisma which I have looked to capture in this piece.”

In addition to the Apertivo Bar, Peroni will also be served at Royal Ascot restaurants and bars and will be listed on private box menus.

Tim Clay, Asahi UK, Managing Director said, “Over the past 300 years, Ascot Racecourse has established itself as one of the most prominent sporting venues in the world, with Royal Ascot becoming a centrepiece of the British social calendar and the ultimate stage for some of the best racehorses in the world. Ascot and Peroni Nastro Azzurro both have a rich history behind them and a very bright future ahead in their respective fields. We’re delighted to be embarking on this sponsorship journey together, and excited in helping to create memorable moments for fans of live racing at Ascot this summer and beyond.”

Felicity Barnard, Ascot Racecourse, Commercial Director said, “We are thrilled to welcome Peroni Nastro Azzurro to the Ascot and Royal Ascot family. This sponsorship is another boost to the return of spectators inside sporting venues, and we look forward to many people enjoying a Peroni Nastro Azzurro. We hope to create a long-standing legacy together that will have passion at its very heart.”

The Royal Ascot will return on Tuesday 14th to Saturday 18th June.