As expected bookmaker Betfred have been announced as the new sponsor of the Cheltenham Gold Cup for the 2012 Race. This comes after the bookmaker completed its takeover of the Tote recently, totesport had been the previous sponsor of the Gold Cup but that deal has now been transferred to Betfred. The Gold Cup is of course the biggest race in the sport and forms the feature race of the Cheltenham Festival each season so it is a feather in the cap for any bookmaker. The new Betfred Gold Cup ends a 33 year association between the tote and the Gold Cup but it is a massive boost for Betfred and their brand awareness, outside of the Grand National it is the highest profile jump race of the season and is sure to boost the customer base of Fred Done's business.
It is worth noting tht the Bretfed name has been transferred to the existing tote contract with the Gold Cup meaning that a new deal will need to be struck at the end of this upcoming season. It remains to be seen whether Betfred will look renew the deal for the Gold Cup beyond the 2012 race or will they step aside for other companies to get involved with such an important race. The news comes just as the new season is about to get underway and we prepare to take a first look at some of the potential Gold Cup contenders for 2012. One horse we will not be seeing at the Cheltenham Festival in 2012 is Imperial Commander who of course won the Gold Cup back in 2010, the Nigel Twiston-Davies horse has picked up an injury at home and he will now be rested for the entire winter.