Aspall Partners With The Jockey Club

British cider brand Aspall has partnered with The Jockey Club as part of a deal that will run until at least September 2018.

Announced ahead of the Cheltenham Festival, which begins next week, Aspall will receive exclusive official cider brand activation rights, with the potential to reach around two million customers each year attending the racecourse group’s 340 fixtures around the country.

Aspall will also gain exposure to an audience of UK terrestrial television viewers through the launch of an integrated brand marketing campaign.

The cider brand will be the exclusive packaged cider available across The Jockey Club’s racecourses with immediate effect, and from September 2015 this will be extended to add draught pouring rights, making Aspall the sole cider available to The Jockey Club’s customers.

Commenting on the partnership, Simon Bazalgette, group chief executive, The Jockey Club, said: “We are delighted to be working with a brand that shares our British heritage and the partnership supports our goal to work with like-minded brands who are focussed on offering a premium experience to customers.

“Investing all of our profits back into the sport, the support of our official partners is helping the long-term health and success of British racing.”

Des Smith, managing director, Aspall, added: “The new partnership with The Jockey Club is a really exciting opportunity for Aspall to associate our brand with a great British institution and to take our cider to new audiences across the UK.

“It’s a significant opportunity for us to reach people outside our heartlands of East Anglia and the South East.

“We will be bringing the partnership to life through extensive brand marketing activity.”

Aspall’s collaboration with The Jockey Club is its first-ever partnership in sport.