Guinness has renewed its sponsorship of the iconic Galway Races for a five year period running through to 2018. The deal secures a partnership that now dates back over 50 years and is one of the longest standing commercial deals between business and sport in Ireland.
The overall deal, including pouring rights and branding together with sponsorship of the Galway Hurdle and another race on the Friday of the seven day festival is reported to be worth close to €1 million.
Guinness became the Official Responsible Drinking partner of the Aintree Grand National in April, a unique deal given that the main race itself was sponsored by another alcohol brand in Crabbies Ginger Beer.
Targeted
It highlights the targeted appeal of the sport for brands in the alcohol and betting sector.
Boylesports became sponsor of the Irish Grand National at Fairyhouse this easter, taking over from Ladbrokes who had been there for three years and before them, Powers Gold Label.
Multiple brands in the same sector are often keen to share the benefit of supporting a big meeting with the Galway festival listing no fewer than six local hotels as sponsors of the Festival which this year gets underway from July 28th.
It will be interesting to see how Guinness goes about promoting its involvement. There will likely be a push towards the Guinness + App given that the meeting rolls over into the first weekend of the traditional holiday season. There may also be some cross promotion between the race meeting and some of the brands other properties including the Autumn Series of rugby internationals.
