Crabbie’s alcoholic ginger beer have officially been announced as new sponsors for The Grand National. The Grand National which is watched by thousands every year. This is history in the making as it means that for the first time ever, the Aintree steeple race has a one million pound prize. This is the highest prize recorded for the Grand National. The Jockey Club, who are the organisers of the event, believe that this new sponsor and prize fund will cause a massive interest with an estimated audience of 9 million in the UK and roughly 600 million worldwide.
The Crabbie’s ginger beer company will sponsor the Grand National in a three year deal, considerably less than deals made previously. Before Crabbie’s, the beer brand John Smith’s sponsored the famous horse racing event, first taking over in 2005 then losing the privilege to sponsor this year, 2013. The only other businesses who have sponsored the Grand National are Eagram and Martell.
The £1 million prize money has smashed the 2013 BETFRED Cheltenham Gold Cup’s prize money (£550,000). The Cheltenham Gold Cup is said to be the most prestigious of all of the races during the jump season, but now the Grand National is worth more. The Grand National is not only watched by millions around the world, but it is known for being the main race of the year that audiences place bets on, this generates millions of pounds for the betting industry too.
In their sponsorship deal, Crabbie’s get to name all of the three races at the festival, the Crabbie’s Fox Hunters’ Chase, the Crabbie’s Topham Chase and the Crabbie’s Grand National. They also get to brand all of the ginger beers and cider at the meeting.
Crabbie’s are seriously trying to branch out in sponsorships by sponsoring, the National Television Awards, the British Comedy Awards, the Scottish Open and Hibernian football club.
Regional director of Aintree and the North West for Jockey Club Racecourses John Baker commented, “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.”
Author Daniel Foster.
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