Debenhams signs two-year sponsorship with The Jockey Club

Following on from the success of the Debenhams Day Spa at Cheltenham Races this year, the iconic online department store has been announced as the official sponsor of The Jockey Club festivals for the next two years. 

The partnership will see similar events at festivals starting with the Betfred Derby Festival at the beginning of June and will also give the brand a presence at next year’s Randox Grand National, as well as given naming rights at the three-day Newmarket Festival in July. It will be called The Debenhams July Festival.

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Debenhams’ CEO, Dan Finley, said: “This partnership with The Jockey Club is about uniting two iconic British brands with a shared legacy of elegance and excitement. Horse racing is the perfect stage to showcase Debenhams’ unique blend of style and sophistication, with Coast leading the way in premium occasion wear. Our Day Spas, supported by L’Oréal, will give racegoers the chance to relax, refresh, and feel their best while embracing the glamour and thrill that make the sport unforgettable.”

The Debenhams Day Spa was first experienced at this year’s Cheltenham Festival in March and, as part of this deal, racegoers will be able to enjoy these and similar experiences. 

Interactive beauty bars will include products from major brands like L’Oréal Luxe, Lancome, YSL, and Prada, and visitors will be able to get makeup tips and guides. There will also be hair and make-up touch-up zones, and Debenham’s Day Spas will include Instagram-worthy selfie backdrops. 

Champagne and chill sessions will provide sparkling refreshments and beauty sessions.

Head of partnerships at The Jockey Club, Jack Royle, said: “We are absolutely thrilled to welcome Debenhams to The Jockey Club family as an Associate Partner. 

“This partnership reflects our shared commitment to offering memorable experiences for racegoers, blending the excitement of racing with style and first-class service. Debenhams will play a key role in enriching the fan experience - whether through digital channels in the build-up to race days or immersive activations at our most iconic events.”

Debenhams will get the most exposure from this deal during the Newmarket July Festival, which will be called The Debenhams July Festival. The three-day event runs from 10 July to 12 July and includes the Falmouth Stakes and the July Cup Group One races. 

Before that, Debenhams will be involved in the Betfred Derby Festival from 6-7 June, which includes the biggest flat race of the year, the Epsom Derby. 

4-5 July will see the department store once again involved, this time at the Coral-Eclipse at Sandown. 

The deal will also see Debenhams enjoy a presence at the biggest horse race meeting in the world, the Grand National Festival. They will be offering spa-day experiences as well as pop-up outlets across the venue. Approximately 150,000 people visit Aintree during the three-day event, which means extensive exposure for Debenhams and its products.

According to a release by The Jockey Club: “The two organisations share a vision of bringing together the worlds of fashion and sport, offering racegoers not just the thrill of competition, but also the opportunity to engage with one of the UK’s most trusted retail names.”