Ascot Racecourse has announced Stella Artois as its ‘Official Beer and Cidre’ in a three year deal. The racecourse joins other brand partners that include Wimbledon, The Open and the Cannes Film Festival.
The partnership includes distribution across Ascot Racecourse and will be supported by activations, outdoor advertising, PR and a digital campaign.
Phil Pick, Marketing Manager for Stella Artois UK, commented: “Stella Artois has a strong appreciation for events with a rich history and rituals. The care Ascot takes in every detail of the racecourse experience mirrors the care we take in the crafting and pouring of Stella Artois and makes Ascot the perfect host to some of the world’s greatest events.”
Juliet Slot, Commercial Director at Ascot welcomed the new relationship, and said: “Stella Artois shares our values for tradition and sophistication and with its long history of craftsmanship, it is the perfect accompaniment to Ascot’s 300 year heritage as a national institution, providing the ultimate stage for the best racehorses in the world.”