Chester Race Company have today announced a renewed three-year partnership agreement with leading brewer Budweiser Brewing Group UK&I, a proud part of AB InBev. Already in partnership for the last 11 years, this new innovative deal sees a range of new products, activations and initiatives brought to course ahead of the 2020 season launch at Chester Racecourse on Tuesday 5 May, at the esteemed Boodles May Festival.
From May 2020, racegoers will be treated to an improved offering across a variety of bars at the racecourse, with the introduction of Budweiser Prohibition, Camden Hells, Corona and Goose Island Midway. The enhanced premium range of beers available is in direct response to racegoer feedback collated from previous seasons and aims to deliver variety to the mixed demographic of racegoer visiting the course over the 15 fixtures between May to September.
In addition to the improved offering, Budweiser Brewing Group have committed to investing in the refurbishment and premiumisation of retail bars within the County Enclosures. The work will have a positive impact on customer experience, improve brand dispense systems for a faster service and bring a fresh aesthetic style complimentary to the brands on offer.
Budweiser Brewing Group will be working closely with the racecourse to ensure an optimised racegoer experience. Chester’s Summer of Sport campaign will be an opportunity to collaborate on activations on course and engage with racegoers through a variety of different sporting themed mechanics. Budweiser Brewing Group have vast associations across the world of sport and through the partnership, there will be opportunities for racegoers to win sporting experiences and watch live sporting action at the racecourse.
As part of the commercial agreement, Budweiser Brewing Group will take title sponsorship and seven named races at the Midsummer Meeting on Saturday 25 July. This day will be utilised to showcase a range of brands through advertising and on-course activations.
Budweiser Brewing Group will also take the Umpire Sponsorship at the White Oak UK Polo Series Tournament at Chester Racecourse across Friday 3 and Saturday 4 July and shared naming rights of the Paddock Club facility in the heart of the paddock.
Chester Race Company Chief Executive, Richard Thomas, said:
“We are constantly looking for ways to improve the offering for our racegoers and this renewed partnership with Budweiser Brewing Group enables us to service our customers with a better variety of premium product. Budweiser Brewing Group are long term valued partners of the Race Company and know our brand and our customers. We are pleased to be further collaborating with them into the next phase of our partnership, exciting times lie ahead.”
Budweiser Brewing Group On-Trade Sales Director, Ryan Fritsch, said:
“Budweiser Brewing Group is delighted to renew its partnership with Chester Race Company. Britain has an iconic beer culture which we are proud to champion by providing the beers that bring people together. We look forward to building on our successes so far, enabling people to enjoy a great tasting beer, whether it’s a pint of Corona, a Budweiser or an ice-cold Beck’s Blue, in some of the country’s best-loved venues. Chester Race Company has been a valued partner in recent years and this will continue into the foreseeable future. I look forward to working closely together to deliver more great experiences.”