Timico Technology Group's CEO Tim Radford (pictured) had already made his mark in the world of horse racing but having the Timico name etched into the Cheltenham Gold Cup marks a new height.
Radford's family has long been associated with horse racing as owners of frequent runners Knock House, Somersby, Calgary Bay and Racing Demon.
Timico secured sponsorship of the Cheltenham Gold Cup late last year when the opportunity became available for the first time in 36 years.
Radford said: "It's an honour to have been chosen as the new sponsor of the Cheltenham Gold Cup and seeing the Timico name emblazoned on such an iconic symbol of jump racing is truly fantastic."
The Cheltenham Gold Cup is considered to be the highlight of the annual Cheltenham Festival held in March.
Timico provides a range of ICT services to Goodwood and Newbury independent race courses. Through the new four year sponsorship and associated business partnership, it will have preferred supplier status with The Jockey Club's portfolio of 15 racecourses.