Cheltenham considers series option for Gold Cup as Tote contract ends

• Pool betting firm have backed race since 1980
• Feature expected to be under Betfred banner in 2012


Chris Cook
http://www.guardian.co.uk/sport/horse-racing



Potential sponsors are being sounded out about the possibility of backing the Cheltenham Gold Cup from 2013 and the racecourse is considering the option of selling the race as part of a series, as has been successfully achieved with the Champion Hurdle. The famous steeplechase has been backed for more than 30 years by the Tote, a run that is likely to end in March, when it is expected to be staged under the banner of Betfred, new owners of the Tote.

The Tote has been associated with the Gold Cup since 1980 but the pool betting firm's final contract to back the race will expire after the next running. No formal discussion has yet taken place between course officials and Betfred as to the naming rights of the 2012 race but it is expected that it will be run with the Betfred prefix, in line with other high-profile Tote-sponsored races like the Ebor, the Cambridgeshire and the Cesarewitch.

Cheltenham officials are also upbeat about the possibility that Fred Done, co-founder of Betfred, may be persuaded to sign another deal to back the race when they sit down to discuss the issue at a meeting planned to take place before the track's next fixture in mid-October. Nevertheless, it is believed that other firms have been approached.

The track's spokesman, Andy Clifton, did not confirm that explicitly but said: "We'd be neglecting our responsibilities if we didn't examine the market. Whenever something like this comes up for renewal, it makes sense to put feelers out to see what interest there is.

"One thing that we're interested in pursuing is the 'road to Cheltenham' concept, as with the Champion Hurdle. Where possible, we'd like to offer continuity through the season, so that it's not just a one-off proposition." The Champion Hurdle is backed by Stan James, who also signed up last year to sponsor key trials for the Festival race at Newcastle, Haydock and Cheltenham.

Clifton spoke of the benefits of offering a potential sponsor "a compelling narrative to the season" and of "racecourses working together so that racing as a whole benefits".

"If joining two or three races, forming a kind of three-miles-plus chase pattern, is possible then maybe that becomes a more attractive proposition to sponsors than just one race. There are all sorts of hurdles in the way, not least existing sponsorship agreements. All that goes into the pot and no doubt that'll be part of the discussion. Yes, the race is technically up for grabs and, with the changes at the Tote, no doubt there will be plenty of discussion about what route the race should take."

George Primarolo, a Tote spokesman, said that there would be no saving for Betfred if the firm chose to end the sponsorship. As part of the Tote's purchase, Betfred committed to paying an expected £9m per year in commercial payments to the sport. "I would be very surprised if we didn't continue with the same level of sponsorship, partly because it's a fair way for Betfred to get a commercial return on their money," Primarolo said. "It may not be the same races, of course."

The Gold Cup is understood to be an expensive race to sponsor, with its backer unlikely to get much change out of £500,000 per year from 2013, but Primarolo said the Tote had always regarded the money as well spent. "Pictures of the Gold Cup are not just used in the days after the race but pretty much all year round and, OK, the caption may not say 'Tote Cheltenham Gold Cup' but it's difficult to miss the Tote name on the saddlecloths and on the board under the fence."