As Irish legislators wrestle with whether or not to impose a ban on the sponsorship of sport by alcohol companies, the UK Jockey Club has secured a multi million pound deal with Crabbie’s Ginger Beer as the new official title sponsor of the Aintree Grand National.
The three-year deal will see the world’s most famous steeplechase run for a £1 million prize fund for the first time.
Last year’s race was broadcast on Channel 4 for the first time after decades of being a tradition on the BBC but still attracted a domestic audience of 9 million and an international one of an estimated 600 million.
The international power of the event was such that it prompted Sports Pro Media to list Irish Jockey Katie Walsh as one of the 50 international athletes with the greatest marketing potential over the next three years on the basis that she has rode last year’s favourite for the race, Seabass.
Crabbies replaces another alcohol brand John Smiths who had been the title sponsor for nine years. The Irish National, run at Fairyhouse at Easter was for many years supported successfully by Powers Gold Label but fears of a ban by alcohol sponsors within sport mean that such a future deal may not be possible here.
Elsewhere in sport alcohol deals are being struck at an accelerating rate across the UK. Heineken have stretched their involvement with Manchester City to 18 years with a four year extension signed yesterday and Carlsberg have extended their association with the Barclays Premier League and the UEFA Champions’ League in recent months.
Guinness has also struck expanded rugby partnership deals with the English, Welsh and Scottish Rugby Football Unions.
RTE’s Morning Ireland Programme will this morning carry a feature on the branding and marketing of alcohol in Ireland which will touch on the legislative threat to sporting events.
“The Grand National is a unique race with massive global reach and represents a perfect partnership for Crabbie’s and our UK and international ambitions.,” said Peter Eaton, Deputy Chairman of the new sponsor’s parent company Halewood International.
“The brand is already enjoying considerable success in the USA, Canada and Australia and is the number one bottled ale in the UK and from a company and family perspective, we are delighted to renew our longstanding relationship with Aintree.’
John Baker, regional director of Aintree and the North West for Jockey Club Racecourses, added: “We’re thrilled to welcome Crabbie’s as the title sponsor of the world’s most famous steeplechase. Crabbie’s has shown itself to be one of the most exciting, fun and relevant brands in the UK.”
“We’ve agreed a deal with a partner who shares our passion and vision for the Grand National, with the ambition to use it as a major promotional platform and, in the process, help us to reach new heights of popularity for our British sporting crown jewel. As a result the 2014 Crabbie’s Grand National will be the first in the race’s 167-year history to offer £1 million in prize money.”
“You’ll struggle to find a business with a closer affiliation to Aintree and the Grand National than Crabbie’s parent company, Halewood International, who owned the great Amberleigh House, trained by the legendary Ginger McCain. These are exciting times for all concerned.”
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