Ascot signs trio of sponsor renewals

Ascot Racecourse has renewed sponsorship agreements with coffee brand Lavazza, jeweller Garrard and mineral water brand Harrogate Water.

Lavazza will retain its position as the official coffee of the Berkshire racecourse for a further three years. The company will invest in additional retail outlets across the site as part of the deal.

The length of Garrard’s new deal was not disclosed but it will continue as the official trophy and silverware suppliers of Ascot. It will produce new trophies that will be given to all winners of Group 1 races, alongside the perpetual trophies.

Harrogate Water’s new five-year deal runs through to 2022. It will continue to serve as the official spring water supplier of the racecourse, offering racegoers free bottles of water on exit during Royal Ascot and selected racedays through the summer. The initiative is in line with the ‘Pace Yourself’ drink awareness campaign.

Harrogate will also provide a team of litter pickers that will collect and recycle any empty bottles left on site.

Ascot Racecourse’s chief commercial officer, Juliet Slot, said: “Lavazza has a strong appreciation for events with rich history and rituals. The care taken in the crafting and pouring of their coffee mirrors the level of detail we put into our customer raceday experience.

“Garrard, like Royal Ascot, is a name steeped in history. The designs of the new trophies, which will be ready for the Royal Meeting, have been selected and approved by Her Majesty’s Representative and the Trustees of Ascot.

“Harrogate are a brand with refined heritage and spa origins dating back to 1571, which perfectly complements Ascot’s 300-year heritage.”