Chester Racecourse Races Ahead with Host of High-Profile Partnerships for New Season

Chester Racecourse is charging into the new racing season with a powerful line-up of renewed and new commercial partnerships, reinforcing its reputation as a premium platform for brand alignment and customer engagement.

At the heart of these partnerships is the renewal of the long-standing relationship with Boodles, who return for their twelfth consecutive year as title sponsor of the Boodles May Festival. The new multi-year agreement strengthens their involvement across the season and underlines their deep-rooted connection with Chester.

As one of Britain’s leading fine jewellers, Boodles is much more than a race sponsor. Their activation at Chester is multi-faceted, bringing luxury and elegance trackside. Boodles host clients in hospitality throughout the year and regularly showcase their collections by displaying exquisite pieces on race days. Their brand is embedded into the racecourse’s style and fashion content, providing jewellery for the annual style guide, dressing the presenters for Sky Sports Racing and ITV Racing, and supplying prizes for the Best Dressed competition on Ladies Day. Boodles’ longstanding commitment enhances the racecourse’s premium positioning and offers racegoers a unique luxury experience.

Joining the roster of new partners is Ladbrokes, who return to the Roodee for the first time in 30 years as Official Fixed Odds Betting Partner of the Boodles May Festival. The bookmaker also takes on the prestigious title sponsorship of the Ladbrokes Chester Cup and Ladbrokes Chester Cup Day, bringing new energy and nationwide reach to one of the festival’s flagship fixtures.

Health and wellness brand Oxford Natural becomes the latest addition to the sponsorship family, entering a new category for Chester with a focus on engaging with health-conscious racegoers seeking quality and balance.

Several key brands have also reaffirmed their commitment to Chester Racecourse. Destination2 returns as the official travel partner, Halliwell Jones renews its naming rights of the exclusive Halliwell Jones Paddock Club, and KingKabs continues as the official taxi provider.

In a significant development, Chester Racecourse has signed a landmark multi-year pouring rights agreement with Heineken, becoming the racecourse’s Official Pouring Partner. As one of the world’s most iconic brewers, Heineken UK brings with it a wide-ranging portfolio of leading brands including Heineken®, Birra Moretti, Amstel, Inch’s Cider, Beavertown, Strongbow, and Lagunitas – offering racegoers a high-quality selection of beers, ciders, and draught options to suit every taste and occasion.

To meet demand across race days and major events, over 1,200 barrels of beer will be supplied to Chester Racecourse each year under the new agreement. The partnership ensures consistency of service, premium product delivery and an elevated experience for racegoers in both hospitality settings and public areas.

This builds on a strong beverage portfolio, with Matthew Clark, Laurent Perrier, Radnor Hills, and Britvic all returning as trusted drinks partners, helping ensure an exceptional variety of refreshments to complement the Heineken offer.

Kate Dawson, Commercial Director at Chester Racecourse, said:

“We are incredibly proud to be building long-term relationships with brands that align with our values, our audience, and the quality of experience we deliver here at Chester. Boodles epitomise the elegance of the May Festival and activate their partnership in truly exceptional ways – from hospitality and product display to fashion and media integration. To see partners like Boodles, Halliwell Jones and KingKabs return, and to welcome Ladbrokes back after three decades, is a real endorsement of our commercial value. We’re also thrilled to announce a transformative new deal with Heineken, which brings world-class brands and service to the heart of our racegoer experience.”

As the UK’s oldest racecourse still in operation, Chester continues to evolve as a forward-thinking venue, offering standout opportunities for sponsors to connect with audiences in meaningful and memorable ways.