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Stella Artois toasts Ascot Racecourse partnership

Belgian beer and cider brand Stella Artois has entered into a three-year partnership with Ascot Racecourse in the UK.

Under the deal, which runs from 2015 to 2017, Stella Artois will serve as the official beer and cider of the horseracing venue.

Stella Artois beer and cider will be made available to purchase year round at the racecourse.

The partnership will also include distribution across Ascot Racecourse and will be supported by various activations, outdoor advertising, PR and digital activity.

Stella Artois is already active in the UK sports sector through existing partnerships with events such as the Wimbledon Championships tennis grand slam and UK golf major The Open.