Major new title sponsor unveiled for British sporting crown jewel
Crabbie’s serves up first £1 million Grand National
Leading independent drinks company Halewood International today announced its Crabbie’s brand will become the new Official Title Sponsor of the Grand National and Grand National Festival at Aintree. The three-year deal will see the world’s most famous steeplechase, now called the Crabbie’s Grand National, run for a £1 million purse for the first time.
The deal is the latest in a series of high profile marketing campaigns for Halewood’s Crabbie’s brand, which is distributed in Northern Ireland by United Wine Merchants.
The brand’s sponsorship programmes to date include Hibernian FC, Scottish Golf Open, Everton FC, West Bromwich Albion, The National Television Awards and the British Comedy Awards.
The partnership with one of the crown jewel events in British sport provides Crabbie’s with a platform to reach a UK terrestrial television audience of around 9 million on Channel 4. The race attracts an estimated 600 million people worldwide with more than 150,000 people over the three days of the Crabbie’s Grand National Festival from Thursday 3rd to Saturday 5th April 2014 and millions more will be reached through effective marketing around the sponsorship.
Crabbie’s will receive naming rights for the three races over the Grand National fences during the meeting: the Crabbie’s Fox Hunters’ Chase (Thursday, Grand Opening Day), the Crabbie’s Topham Chase (Friday, Ladies’ Day) and the Crabbie’s Grand National (Saturday, Grand National Day).
The deal, which initially runs through until the completion of the 2016 Grand National, sees Crabbie’s receive sponsorship category exclusivity for ginger beer and cider products for the Grand National Festival for the duration of the contract. The Crabbie’s product range is already sold at Aintree and the 14 other tracks within Jockey Club Racecourses, the UK’s largest racecourse group, which welcomes circa 1.8 million people just to its racing events.
The agreement is set to become one of the cornerstones of the marketing programme for Crabbie’s both in the UK and internationally and brand owner Halewood is developing a major support programme to underpin the sponsorship.
The partnership renews the company’s longstanding relationship with Aintree and racing on a wider level. The company’s founder, the late John Halewood, owned the Ginger McCain-trained Amberleigh House, who won the 2004 Grand National and the 2001 Becher Chase. During his career, the top-class chaser competed 11 times over the Grand National fences.
John’s partner and now chairwoman of Halewood International, Judy Halewood is delighted with the sponsorship and that the family connection with the Grand National and racing continues to grow. In the event’s proud history, Judy is the only female trainer to have bred, owned and trained a runner with her horse Harley finishing 12th in the 1991 race.
Emma Haughian, Crabbie’s Brand Manager said “The Grand National is one of the most iconic events in the sporting calendar and we’re incredibly excited to be joining forces with racing’s greatest steeple chase.
“The Grand National is a unique race with a huge global reach and represents a perfect partnership for Crabbie’s and our UK and international ambitions. The brand is already enjoying considerable success in the USA, Canada and Australia and is the number one bottled ale in the UK.”
John Baker, Regional Director of Aintree and the North West for Jockey Club Racecourses, said, “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 in the years ahead. 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.
