“We are in early negotiations with lots of racecourses about future sponsorships and all meetings so far have been very positive. We will be sitting down with Cheltenham very soon to discuss this year’s Gold Cup and future years. What is for certain is that we are committed to British Racing and we will remain the sport’s biggest sponsor.”
This is of course as long as the organizers don’t decide to sell the race as part of a series of races, something that is becoming increasingly popular in the horseracing industry. Track spokesperson Andy Clifton told the Guardian, “One thing that we’re interesting in pursuing is the “road to Cheltenham” concept, as with the Champion Hurdle. Where possible, we’d like to offer continuity throughout the season, so that it’s not just a one-off proposition.
That would open up even more of a commercial opportunity for someone like Betfred to sponsor a large series of races. Stan James backs the aforementioned Champion Hurdle.