The Game Fair, the festival that celebrates the British countryside, has bolstered its team by recruiting a new head of partnerships.

Ashley Cooper, who has spent more than 20 years’ experience in the events industry, has been tasked with introducing new brands to the benefits of being associated with The Game Fair.

Used to working with a wide range of well-known luxury brands, she spent seven years at Ideal Home Show and also launched Ideal Home Christmas and the Luxury Wedding Show.

“I’ll be looking at current assets and creating new areas where there are opportunities for official partnering,” she explained. “There’s already a lot of interest in the core countryside sector, but I’d like to expand it more. I’m looking to open up The Game Fair to new contacts and brands who have yet to fully exploit their connection to the countryside and the high quality audience this attracts. One of the great things about The Game Fair is the experiential nature of the festival. Having that interaction can have a lasting effect for brands by official partnerships.”

The festival boasts a comprehensive have-a-go itinerary, including gundog handling, clay shooting, archery, fishing, falconry, ferreting, 4×4 driving, cooking and more. Around 120,000 visitors and 1,000 exhibitors are expected at Hatfield House, Hertfordshire, which takes place from July26-28.

Cooper added: “Hatfield House is right on the urban fringe, which presents us with a unique opportunity to bring town and country together. This venue, which we have secured for not only this year but also 2021, can be reached by a 25-minute train journey from London King’s Cross. The Game Fair is the ideal marketing platform for brands wanting to reach affluent ABC1s that enjoy time in the capital and countryside. For 2019, we are offering an enormous array of creative partnership opportunities.”