March 10, 2025

Tradition, Tribute, and Thrills: Flutter’s race to Cheltenham

The countdown begins

The Cheltenham Festival is one of the most anticipated events on the horse racing calendar, and for Flutter Entertainment’s brands – Sky Bet, Paddy Power, and Betfair – it represents not just four days of exhilarating sport, but months of meticulous preparation, creative activations, and unforgettable moments. With the 2025 festival set to kick off tomorrow, the teams behind these brands will be hard at work ensuring this year’s event and their sponsored races deliver for racegoers, both on and off the track.

Behind each of Flutter’s sponsorships lies detailed planning. Each brand’s partnership with Cheltenham aligns with its unique identity, while creating memorable experiences for customers. In addition to brand initiatives at Cheltenham, Flutter is a proud backer of UK and Irish racing, investing over £100m in the sport in 2024. The company is also a major contributor to the £1.5m prize pool for the David Power Jockeys’ Cup – named after Paddy Power’s co-founder, who sadly passed last year – and co-funded ‘Champions: Full Gallop,’ the ITV docuseries on jumps racing.

This support is highly valued by The Jockey Club, the largest commercial horse racing organization in the UK. Matt Powell, Head of Partnerships at The Jockey Club, says the work is “vital to the success of The Cheltenham Festival.” “Partners like Flutter help bring excitement and tell the stories of our major events, not just on the day but throughout the whole year,” says Powell, who notes how the two businesses “work well together to maximize visibility, create a memorable atmosphere, and engage fans in new and exciting ways.”

Laying the groundwork

Sky Bet’s sponsorship of Tuesday’s Supreme Novices' Hurdle – the festival’s curtain-raiser – is a cornerstone of its racing portfolio. This year’s race will honour Michael O’Sullivan, a former winner atop of Marine Nationale in 2023, who tragically passed away in February at just 24. Endorsed by O’Sullivan’s family and supported by The Jockey Club, the renaming demonstrates the close connection between Sky Bet, the racing community, and people within it that make it the beloved sport that it is.

“We have sponsored the Sky Bet Supreme since 2014, and it’s been an integral part of our portfolio,” says Michael Shinners, Sky Bet’s Head of Racing PR. “The relationship we have with Cheltenham is strong, and this year’s race being renamed in honour of Michael O’Sullivan is particularly important to us. We hope it is a fitting tribute to a great jockey.”

For Paddy Power, with its rich history of racing sponsorships, the festival remains one of the brand’s biggest platforms. This year’s sponsorships of the Stayers' Hurdle on Thursday and Mares’ Chase on Friday are just the latest chapters in a partnership that combines a deep respect for racing traditions with the brand’s signature sense of mischief.

Meanwhile, Betfair’s involvement at Cheltenham comes through its sponsorship of New Year’s Day and Festival Trials Day races, key stepping stones to the festival itself. Betfair took over this sponsorship from Paddy Power last year, showcasing Flutter’s cross-brand collaboration. “Through cross-brand collaboration and leveraging our ‘Flutter Edge,’ Betfair took on these sponsorships from 2024,” says Barry Orr, Betfair’s Head of Racing. “Cheltenham are a fantastic partner across all touch points, particularly social, PR, and on-site activations.”

Building the Buzz

Maximizing sponsorship impact is a collaborative effort, drawing on design, social media, PR, and customer engagement expertise. Months of brainstorming ensure each brand leaves its mark.

Sky Bet’s teams create a cohesive look and feel across all touchpoints, from on-course branding to digital content. “The collaboration with other teams is vital to the success of the sponsorship,” says Shinners. “Every team has a part to play, whether it’s the design team creating branding or the social and content team developing tailored content.”

Betfair’s on-the-day activations have become a signature part of its racecourse sponsorships. Orr highlights their distinctive approach: “Our yellow branding and scarves are iconic now – ITV producers have even told us the Betfair Yellow can be seen from space! We also set up the ‘Betfair Stable,’ where racegoers can play parlour games and win goodies.”

Paddy Power is set to deliver a first-of-its-kind fan zone at Cheltenham’s Centaur arena, offering racegoers an immersive experience blending live entertainment with the brand’s playful energy. "We’re always looking to create memorable moments for fans and this year’s fanzone will be the latest addition in how we try to elevate the fan experience on track” says Dean Finn, Paddy Power’s Racing Brand Manager.

These activations are designed to enhance the racegoer experience and create lasting memories. Whether through digital content, giveaways, or interactive experiences, each brand engages fans in ways that reflect its personality.

The Big Day

On race day, months of preparation come to life. Teams are on the ground early, ensuring every activation runs smoothly.

For Paddy Power, the build up to the Stayers’ Hurdle is a blend of precision and passion. The team arrives early to check every element of branding, activations, and hospitality, often solving last-minute challenges to ensure everything is in perfect condition. Once racegoers arrive, the focus shifts to the fan experience, entertaining the tens of thousands who come through the gates.

Then, it’s to the big moment where we await to find the winner. The atmosphere is electric from the parade ring to the finishing post. “As a brand, it's all about enhancing the biggest sporting moments, and they don't get bigger than Cheltenham” says Finn.

Elsewhere, Sky Bet’s carefully coordinated schedule of interviews and hospitality ensures the brand is at the heart of the action throughout the week, while Betfair’s live podcast recordings featuring Orr will offer punters expert insights and entertainment as it happens.

Memories and Magic

Sky Bet’s partnership has seen unforgettable victories in the Supreme Novices over the years, with the starting gun always greeted with the ‘Cheltenham Roar’. From Rachael Blackmore’s win on Slade Steel last year to Vautour’s triumph ten years earlier in 2014, it is special race. Reflecting on the brand’s decision to align itself with it, Shinners explains: “The ‘sell’ to Richard Flint, our CEO at the time, to sponsor the race over the long term was to listen to the noise if the Irish favorite won the Supreme Novices. When Vautour won for the potent Willie Mullins and Ruby Walsh combination, the atmosphere was electric.”

Paddy Power’s playful stunts – from its giant ‘pants’ balloon in 2013 to its Dublin Airport takeover with warnings that the ‘Irish are coming’ – add its unique sense of fun to the festival’s rich tapestry. Finn, who started at Paddy Power during Festival week 13 years ago, says: “I’ve been hooked ever since. Cheltenham is part of Paddy Power’s history and heritage. This is our 37th Cheltenham Festival – it is always massive for us and the highlight of the entire year.”

While he has many memories at Cheltenham, Orr’s most memorable sponsorship moment came many miles away, at Haydock Park in Northwest England. There, the legacy of Kauto Star’s fourth Betfair Chase victory lives on in the statue that greets visitors.

“Before Kauto Star won his fourth Betfair Chase, trainer Paul Nicholls said it would be an impossible task – and if he did it, we would have to put a statue up of the horse at the track,” recalls Orr. “Now, he sits proudly on a grassy knoll at the main entrance.”

For everyone involved, Cheltenham is more than just a sponsorship opportunity – it’s the heart of the racing calendar. The festival brings together colleagues, customers, and racing fans in a shared celebration. Whether through curated activations or spontaneous moments, Flutter’s brands help make Cheltenham a horseracing festival like no other.