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Bulmers Irish Cider has agreed to sponsor the Cheltenham Gold Cup in its first major horse racing sponsorship. The drinks company will also become presenting partner of the festival, staged annually in March at Cheltenham Racecourse in Gloucestershire, England. The first Bulmers Cheltenham Gold Cup will take place on Friday, March 15 next year.

The festival is popular among Irish racegoers, with approximately one third of all tickets for 2018 bought by Irish people. However, outside...

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