John Smith’s the beer brand owned by Heineken is to end its nine year relationship with the Aintree Grand National.  The race was described as one of the jewels in the worldwide sporting calendar and draws an annual audience in early April of an estimated 600 million viewers. 
There will likely be fewer next year with the race switching from the BBC to Channel 4 in the UK but that last running under the John Smith’s banner will be the first time for the race to breach the magical £1 million (€1.24 million) in prize money.
Prior to this deal Seagram and then Martell supported the entire meeting for a 13 year stretch dating back to 1992.
It is estimated that John Smith’s spent a total of £20 million (€24.5 million) on sponsorship, related TV advertising and activation since it first came on board in 2005.
“We are in the process of finalising our sponsorship strategy to ensure the event remains one of the ‘Crown Jewels’ in the worldwide sporting calendar,” said John Baker, Northern Regional Director of Jockey Club Racecourses.  “Our focus now though is to ensure that in 2013 John Smith’s are given a fitting farewell to the sponsorship of the Grand National.”
The brand has indicated it will maintain a level of sponsorship support in racing, including possibly at Aintree and that will be comfort to the sport.  The higher profile events have tended to draw long term support and investment.
Investec recently announced an extension bringing their support of the Epsom Derby to 20 years while Dubai Duty Free, Hennessy and others have been long time backers of major races in Ireland.
The timing will give an opportunity for another drinks brand to put a deal in place ahead of any possible EU restriction on alcohol sponsorship of sport.  This could be an important consideration given the long term association of the event with drink related brands.
John Smiths produced its first TV ad directly referencing the Grand National earlier this year but it was not quite in the same league as this, rated as one of the best TV ads of the last decade, featuring comedian Peter Kay.

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