New sponsor found for the Gold Cup for four years.
Timico, who is an independent internet service provider in the United Kingdom, supplying a range of business IP and communications services.
The Cheltenham Gold Cup will be run in March for record prize-money after Timico Technology Group stepped in as the new sponsor of the Festival showpiece in a four-year deal.
The Gold Cup required a new backer after it emerged that Betfred, who had previously sponsored the race, would not be able to continue its support under the new Authorised Betting Partner scheme.
Timico picked up the sponsorship, providing an immediate prize money boost of £25,000 meaning the 2016 renewal will be worth £575,000 when it is run as the Timico Cheltenham Gold Cup.
Timico, started in 2004 by chief executive officer Tim Radford, is an independent information and communications technology service provider, offering a range of network connectivity, cloud, unified communication, managed IT and mobile solutions.
Its clients include Travis Perkins, World Gold Council, The Restaurant Group plc, Goodwood, Greene King plc, Jimmy Choo, The National Trust and The Savoy Hotel.
Based in Newark, Nottinghamshire, and with offices in London, Milton Keynes, Reading and Fareham, the telecoms business employs more than 400 people and plans to use sponsorship of the Gold Cup to further build its reputation ahead of a projected stock market flotation in 2017.
Radford, who currently has 12 horses in training, has been associated with top chasers Somersby, Calgary Bay and Racing Demon.
He said: "We're thrilled to have been chosen as the new sponsors of the Cheltenham Gold Cup.
"As an ambitious business working in a fast-paced industry, we were quick to recognise the tremendous opportunity of partnering with The Jockey Club to be part of one of the country's most prestigious events.
"Technology is now the lifeblood of every organisation, large and small. We're passionate about delivering our clients the high quality ICT infrastructure they need to stay connected and stand out from the crowd. In turn, we're very excited about this unique partnership helping us connect with a far wider audience on a global scale."
Ian Renton, Regional Director of Jockey Club Racecourses South West, added: "I am delighted that we are able today to announce Timico's involvement in the Cheltenham Gold Cup.
"We're delighted to work with a partner who is so keen to use the national platform the Cheltenham Gold Cup offers to become much more widely known as part of the next stage of their growth strategy and I very much look forward to working with them to ensure that their sponsorship of the Gold Cup proves hugely rewarding.
"It is rare that a sponsorship opportunity as prestigious as the Cheltenham Gold Cup becomes available and, in the short window offered, there have been a number of different organisations that have expressed an interest in this sponsorship.
"I am confident that Timico will prove to be an excellent partner for our flagship race.
"All the team at Cheltenham really look forward to working with Tim Radford and his colleagues at Timico as we anticipate the first running of the Timico Cheltenham Gold Cup, the start of a great new partnership between Timico and The Jockey Club."