Ascot Racecourse Strikes 5-year Deal with Beer Brand Peroni

The premium Italian beer brand Peroni Nastro Azzurro announced a landmark sponsorship deal with one of the best-known racecourses globally, Ascot Racecourse.

According to sources, Peroni struck a five-year deal with Ascot, which will see the brand become “The Official Beer of Ascot Racecourse”, reinforcing the company’s image of being synonymous with prestige.

To commemorate the occasion, Peroni partnered with one of the most successful jockeys at Ascot Racecourse, Frankie Dettori, who has ridden 76 winners at the Royal Meeting alone.

The Italian jockey is featured in a stunning piece of art said to capture a day at Royal Ascot expertly. The award-winning artist and art director Clym Evernden created the piece, which will be on show for all to see at this year’s meeting.

Royal Ascot 2022 is already shaping up to be more magnificent than ever as we celebrate Her Majesty The Queen’s Platinum Jubilee.

Racegoers attending Royal Ascot in 2022 will be among the first to enjoy one of the brand’s premium beverages in the brand new House of Peroni facility, located in the Village Enclosure at the centre of the track.

The Village Enclosure is a beautiful area and offers guests a unique perspective of the action on the track and the Royal Procession against the backdrop of the Grandstand.

According to official reports, the House of Peroni will take guests on an Italian adventure, with drinks from a Mediterranean-inspired Aperitivo Bar, displaying Clym Evernden’s Royal Ascot artwork.

Peroni Beer

Clym Evernden Captures Frankie Dettori in Artwork

Evernden is known for his unique art style, which has become a recognisable, standout feature across many brands. His signature ink-based style encompasses various materials, textures and illustrations that instantly create a narrative clear to the aesthete.

His work has starred in various campaigns from Giorgio Armani to Rolls-Royce and he continues to excite with ingenious posts on his growing Instagram platform.

Following news that Clym would be producing a one-in-a-kind piece to celebrate the Royal Ascot and Peroni deal, Frankie Dettori said:

“Working with Peroni Nastro Azzurro and Clym on bringing a touch of Italy to the centrepiece of British social summer has been great.

“Hopefully, fans can find time between the racing action to view the piece of art which will be displayed inside the House of Peroni at Royal Ascot.”

Award-winning artist and art director Clym Evernden described Royal Ascot as a highlight of British summertime and said it had been a pleasure to work with Dettori on the project.

While speaking with Ascot Racecourse representatives, he said: “It’s been a pleasure working with Ascot, Peroni and Frankie Dettori on this project, which celebrates such a special event. Frankie is one of those athletes that transcends his sport with his infectious character and charisma, which I have looked to capture in this piece.”

Ascot Racecourse is one of the most renowned sporting venues globally, with a 300-year history. It was founded by Queen Anne, who discovered the grounds while out riding from Windsor Castle, with her plans to make it a venue to host horse racing events announced in July of 1711.

In its 300-year history, Ascot Racecourse has received the patronage of eleven monarchs. Since ascending the throne in 1952, Her Majesty Queen Elizabeth II has been the patron of Ascot Racecourse.

HM The Queen had a passion for racing since childhood, attending every Royal Ascot Meeting except when she was pregnant and during the height of COVID-19.

The Royal Meeting has become a standout event in the British summer sporting calendar and the ultimate stage for racehorses, attracting equine stars from all corners of the globe.

With Royal Ascot set to return near full capacity in 2022, racegoers that attend the event this year can also enjoy Peroni at all of Ascot’s restaurants and bars and Royal Ascot Private Boxes.

Asahi UK Managing Director Tim Clay said: “Ascot and Peroni Nastro Azzurro both have a rich history and a very bright future ahead in their respective fields. We’re delighted to be embarking on this sponsorship journey together and excited in helping to create memorable moments for fans of live racing at Ascot this summer and beyond.”

Ascot Racecourse Commercial Director Felicity Barnard said, “We are thrilled to welcome Peroni Nastro Azzurro to the Ascot and Royal Ascot family. This sponsorship is another boost to the return of spectators inside sporting venues, and we look forward to many people enjoying a Peroni Nastro Azzurro. We hope to create a long-standing legacy together that will have passion at its very heart.”

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