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Lessons from Cheltenham Races on Mastering Large-Scale Events and Unlocking the Power of Sponsorship

If you’re into horse racing you’ll know that tomorrow in Cheltenham, there’s a palpable buzz traveling through the air first thing in morning. The Cheltenham Festival, particularly on St Patrick’s Day, transforms the town into the pulsating heart of horse racing. At Purvis Marquee Hire, we’ve been watching closely, even after all our years of experience learning, and understanding what makes such large-scale events not just possible but also phenomenally successful.

It’s all about meticulous planning, relentless dedication, and the strategic power of sponsorship.

The 14th of March 2024, marks the day when the green of St Patrick’s blends seamlessly with the vibrant atmosphere of the Cheltenham Festival. The championship races, the Ryanair Steeple Chase and the Paddy Power Stayers’ Hurdle, stand as testaments to the incredible impact of sponsorship in the world of event hosting. For those of us in the Events industry, this day offers a number of lessons on how to host large-scale events that not only captivate but also leave an indelible mark on participants and spectators alike.


Every event, requires a team lead and team working in perfect harmony. The Cheltenham Races shows this with their typically flawless execution. As event professionals, it’s crucial to appreciate the meticulous planning that goes into such a spectacle. From the layout of the supporting acts around the racecourse to the arrangement of marquees offering shelter and luxury to guests, every detail counts.

Behind the Scenes

The success of the Cheltenham Festival is not just the result of a single day’s effort. It’s built on months, even years, of relentless dedication from hundreds of individuals. As integral members of the event hosting community, we understand the value of this dedication. Whether it’s a race day or any other large-scale event, the commitment remains the same – to achieve excellence in every aspect.

Unlocking the Power of Sponsorship

Sponsorship plays a pivotal role in bringing events like the Cheltenham Races to life. The Ryanair Steeple Chase and the Paddy Power Stayers’ Hurdle are prime examples of how strategic partnerships can enhance the scale and visibility of an event. But who should you approach for sponsorship, and what should you keep in mind?

Look towards businesses that align with your event’s values and audience. The job titles to target would be:

  • Marketing Directors,
  • Brand Managers,
  • CEOs of companies interested in leveraging the unique marketing opportunity your event presents.

Companies within the:

  • beverages,
  • finance,
  • automotive,
  • technology sectors often seek opportunities to showcase their brands at large-scale events. The key is to present a compelling case on how your event aligns with their marketing objectives, offering them a platform for unparalleled visibility and engagement.

The Purvis Promise

At Purvis, we take these lessons to heart, ensuring that we offer more than just marquee hire. We often find ourselves providing support to those struggling to meet deadlines around us. We understand the intricacies of hosting large-scale events, the dedication it requires, and the strategic use of sponsorships to amplify your event’s success. Whether you’re planning an event that rivals the scale of Cheltenham Races or looking to create an intimate, yet impactful gathering, we’re here to bring your vision to life.

As we reflect on the lessons from the Cheltenham Festival, it’s clear that the power of thoughtful planning, unwavering dedication, and strategic sponsorship are key to hosting successful large-scale events.