Boodles at Cheltenham are a luxury jewellery brand that sponsor some of the major races at the Cheltenham Festival, most notably the Boodles Cheltenham Gold Cup.

Who or what is “Boodles”?

  • Boodles is a long‑established British jeweller , known for high‑end jewellery and watches.
  • They are not a racing stable or a family connected to the horses; they are a commercial sponsor that pays for naming rights and prize‑money support.

In practical terms, when you see “Boodles Cheltenham Gold Cup”, it means the Gold Cup is being run with Boodles as its title sponsor, similar to how bookies and brands put their names on other big races.

What do they do at Cheltenham?

  • Title sponsor of the Cheltenham Gold Cup (officially the Boodles Cheltenham Gold Cup Chase, a Grade 1 over 3m 2f 70y).
  • Help boost the prize fund (the 2026 racecard lists ÂŁ625,000 added, with over ÂŁ351,000 to the winner).
  • Run branding, hospitality and VIP presence on course during the Festival, in line with their positioning as a luxury brand.

So when people ask “who are Boodles at Cheltenham?”, they’re talking about the luxury jeweller that pays to have its name on the Festival’s showpiece race, not a person or a horse.

TL;DR: Boodles are a British luxury jewellery company that sponsor the Cheltenham Gold Cup and other high‑profile races; their name in the race title is a commercial sponsorship, not a horse or trainer.

Information gathered from public forums or data available on the internet and portrayed here.