Talksport is bringing the Cheltenham Festival to life in a new game starring Alan Brazil.

The game, created by Mosaic and T&P, is designed to help Brazil overcome the odds and make it to the game on time.

Built around the iconic horse racing jumps festival, Project: Cheltenham is a fast-paced game featuring TalkSport stars and Alan’s wife Jill.

The game is available to play now at projectcheltenham.talksport.com on mobile. It will also be playable at the TalkSport Battle Bus in Cheltenham during the festival, where racing fans can step up to a fully branded arcade machine.

Will Martin, Head of Marketing at TalkSport, said: “Alan Brazil and Cheltenham are synonymous with one another and it’s one of our biggest weeks of the year where we get to have a lot of fun. We wanted to bring listeners into the story in a way only Talksport can with our irreverent tone of voice.”

He continued: “Project Cheltenham turns a familiar Gold Cup Day talking point into something you can actually take part in, putting fans in control of whether Alan makes it to the show.”

Dan Northcote Smith, Creative Director at Mosaic, added: “For a brand like TalkSport, you don't just broadcast generic messages to the world of sport, we create ads that speak to our fan base, in the voice of our fan base. The joy of having such a passionate audience is that it lets you lean hard into in-jokes and deep cut shared references.”

He continued: “In this case, it's Alan's propensity to miss Gold Cup day at Cheltenham. We turned this story into a game, stuffed full of Talksport talent and our signature brand of chaotic humour. Personally, creating a game jam-packed with chip-tune bangers and complete with its own arcade unit has been a dream.”

The launch is supported by a paid and owned campaign designed to bring Talksport Cheltenham coverage to life in fresh ways and invite audiences to take part. 

The campaign will run across Instagram, Facebook, YouTube, Snapchat, email, in app, on air and in press.

Hosting and quality assurance for the game was handled by Toast. The media was planned and bought by Hello Yellow, targeting horse racing fans across the UK.