Pitch wins brief to promote the Newbury racecourse Hennessy Gold Cup

Hennessy has appointed sports agency Pitch to promote the drinks brand's sponsorship of the Hennessy Gold Cup later this month.

Newbury racecourse: Hennessy Gold Cup
Newbury racecourse: Hennessy Gold Cup

The Hennessy Gold Cup is the highlight of the three-day Winter Festival at Newbury racecourse. Pitch has been brought in by Hennessy, the luxury cognac brand, to maximise the awareness of the brand's long-standing sponsorship of the race, which at 53 years is claimed to be the longest association in sport sponsorship history.

Pitch will be placing lifestyle and fashion stories about the day, from the race to its guests. It will also work with racing trainers David Pipe and Paul Nicholls, as well as a selection of key jump jockeys, to promote the race in the national media and sports press.

Pitch chief executive Henry Chappell said: 'Hennessy has sponsored the Gold Cup for over 50 years, and we will look at new ways to help continue to drive the buzz that already exists around the event. It is a key fixture in the winter social and racing calendar, and we will aim to reinforce those values, as well as spreading awareness of the event even further afield.'


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