BUSINESS

Irish bookie BoyleSports ends Cheltenham sponsorship

TAGs: Boylesports, Cheltenham

The Irish love themselves some Cheltenham action, but apparently there are limits. For Irish bookmakers BoyleSports, that limit is four years, which is how long they’ve been sponsoring the International at Cheltenham, the second richest hurdle race in the world. Mark Nunan, BoyleSports’ marketing maven, says that the relationship is over because the original objective was to build brand awareness, and now that that’s been accomplished, they’re outta here. Would it be too much to hope that the Cheltenham folks will now release an expletive-laden voice mail in which BoyleSports calls them ‘cunt-whores’? Read more.

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