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Dunhill Creates 'For The Love' Film

Piece follows the first amateur jockey for 30 years to win the Cheltenham Gold Cup.

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LOVE, DUNHILL: In 2011, Sam Waley-Cohen — a close friend of the Duke and Duchess of Cambridge — became the first amateur jockey for 30 years to win the Cheltenham Gold Cup, doing so in a record time on his horse Long Run. Jason Beckley, Dunhill’s global marketing manager, who read about the victory in the papers the next day, said he felt as though he was reading a “true life fairy tale.”

Over several pints of beer, he convinced Waley-Cohen to let Dunhill film him for a year as he prepared to defend his title. No other amateur jockey had ever won the race twice, let alone in consecutive years. The resulting film, “For The Love,” is the story of that journey and it aired on British television earlier this month before the Betfair Chase at the Haydock Park racecourse in England.

“A picnic in the pissing rain is the point-to-point,” is how Waley-Cohen describes his sport in the film, during a screening and party organized by Dunhill. The film can currently be seen on the Dunhill YouTube channel.

“For The Love” is a part of “Day 8,” a content-led digital platform on dunhill.com that has featured talents including actor John Hurt, Olympic sailor Iain Percy, and expedition leader Sir Ranulph Fiennes.

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