Crabbie’s Grand National. Crabbie’s ginger beer is to take over sponsorship of the Grand National in 2014 from Heineken’s John Smiths, as part of a multimillion-pound three-year deal.
Halewood International, which owns the Crabbie’s brand, said the event at Aintree is likely to reach a TV audience of around nine million people in the UK and 600 million worldwide, as well as 150,000 people attending the three-day steeplechase festival in April.
As part of the deal, the brand receives naming rights for three races: the Crabbie’s Fox Hunters’ Chase on the opening day, the Crabbie’s Topham Chase and the Crabbie’s Grand National. It will be the first time the race will offer £1m in prize money.
The deal is the latest in a series of high profile marketing campaigns for the Halewood International-owned Crabbie’s brand. Sponsorship programmes to date include Hibernian FC, Scottish Golf Open, Everton FC, West Bromwich Albion, the National Television Awards and the British Comedy Awards.
Under the deal, which initially runs until the completion of the 2016 Grand National, Crabbie’s will receive sponsorship category exclusivity for ginger beer and cider products for the Grand National Festival.
Halewood International’s deputy chairman Peter Eaton said: “It has always been the family’s ambition to sponsor the Grand National and we are very excited to have this opportunity.
“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.”
You can read more about Crabbie’s and there Grand National sponsorship here: http://www.crabbiesgingerbeer.co.uk/2013/08/28/the-crabbies-grand-national/