Horse racing fans will now get the opportunity to enjoy the finest Piper-Heidsieck champagne at courses across the UK.

The Champagne label has become the official partner of Jockey Club Racecourse, which operates 14 UK venues including Cheltenham, Aintree, Newmarket, Sandown, Kempton and Epsom, Off Licence News reports.

Supplier First Drinks arranged the deal, and the group's events marketing controller Victor Lanson said that a range of promotional activities would be designed in conjunction with Piper-Heidsieck in order to support the agreement.

"This partnership is a fantastic opportunity for us to prominently encourage trial of our brands to an appropriate audience," he told the publication.

News agency Bloomberg recently revealed that drinks firm Lanson-BCC, which owns the Boizel and Lanson Champagne labels, has looked into the possibility of purchasing the Piper-Heidsieck and Charles Heidsieck Champagne brands.

Current owner Remy Cointreau is believed to be looking to offload the labels in order to concentrate on other areas of the drinks market.