​New measures are being brought in for this year’s Cheltenham Festival to crack down on thieves and antisocial behaviour.

Cheltenham Community Safety Partnership, which comprises police, councils, fire and health services is working with drinks firm Diageo, which owns one of the event sponsors Guinness, to curb petty crime during Gold Cup week.

The proposal will employ marshals, to manage people taking taxis, and teams to hand out flip-flops to drunken revellers.

Inspector Richard Boyles, of Gloucestershire Police said: “We are delighted Diageo are working closely with us to try to keep problems to a minimum during what is, for the constabulary, a very busy week.”

More than £1 million in cash will change hands over the week.

Last year, the Echo revealed racecourse bosses paid £293,902 to police for extra security from pickpockets at the 2009 event.

Among the new initiatives to be brought in this year are:

- Posters in nightclubs, taxi offices, railway stations and restaurants reminding visitors to look after their valuables

- Automatic messages to Bluetooth mobiles welcoming visitors and including advice on how to avoid crime

- Marshals, paid for by Diageo, to patrol the taxi rank in the Promenade all week. They will also be fitted with individual security cameras

- Flip-flops handed out to revellers to stop women cutting their feet.

Mark Baird, Diageo’s head of social responsibility, said: “We are pleased to join forces with the community safety partnership at such a key time.”