Bookmaker Fitzdares got the countdown to Cheltenham Festival underway earlier than ever, with a tongue-in-cheek advert, from Worcester.

Opening the advert, Cornelius Lysaght exclaimed that ‘you can practically smell it in the air’, as a Christmas like jingle played in the background and the 22 and a half week countdown to Cheltenham commenced. 

The ad also featured Ben Pauling, Paul Webber and Kim Bailey, who all played their role in making it a hilarious feature for fans of the sport. 

Pauling also set the scene as he did his best to stay dry in the stands at Worcester, however sarcastically stating that all ‘we care about is Cheltenham’. 

The ‘mockumentary’ has already gained traction and earnt the plaudits of many in racing, who understand just how early the Cheltenham commentary can begin, with it being one of the biggest events of the racing calendar. 

Last year’s event played host to significant moments for the competitors, the sport and its fans, as Rachel Blackmore won the Champion Hurdle on Honeysuckle to secure five wins throughout the festival, including two on the first day.

The jockey – who later on in the year became the first woman to win the Grand National – claimed the aforementioned Champion Hurdle, the Champion Bumper, Dawn Run Mares’ Novices’ Hurdle, the Ryanair Chase and the Triumph Hurdle.