Race horses, exhibitions, concerts and conferences are all sponsored by firms. But now Cheltenham firm Bretherton Price Elgoods has taken the concept to new heights. At the Cheltenham festival of literature the firm sponsored Chris Patten, the ex-Tory MP and former governor of Hong Kong. He gave a sell-out talk about his new book about his time in Hong Kong. Pictured left to right: John Workman, a partner at BPE, Chris Patten, and BPE partner David Kearsley.