Event set to celebrate the Coronation.
Joules will be back at Badminton as the event’s official horse trials clothing partner.
The lifestyle brand was acquired out of administration at the end of last year by its founder Tom Joule and Next Plc for a total cash consideration of £34 million.
Joules has been involved with Badminton, as trade exhibitor and clothing supplier, for most of the past 30 years.
Unusually, Badminton 2023 runs on Thursday to Monday, 4 – 8 May to avoid its popular cross-country day (now on Sunday) clashing with Saturday’s Coronation.
Instead, there will be a break in the middle of the second day of dressage with the ceremony shown on big screens.
Said Tom Joule: “We’re proud to be a part of what is set to be a really special and memorable event this year, coinciding with His Majesty King Charles III’s Coronation.”
Badminton shoppers who purchase an official Badminton polo shirt could win one of 30 golden tickets to claim a limited-edition Coronation embroidered version.
This year’s Badminton winner will collect £105,000.
The first day of dressage will be on Friday (5 May). The cross-country is on the Sunday and the show jumping finale on Monday (May 8), a bank holiday.