Crabbie’s named Grand National title sponsor

Crabbie’s is to become the title sponsor of the Grand National as part of a multi-million sponsorship package, as the Halewood International brand continues its strategy of raising brand awareness through backing sports events.  

Crabbies-GrandNational-460

The three-year sponsorship deal beginning next year will see the Aintree-held horse racing event rebranded as the Crabbie’s Grand National.

The brand also claims the sponsorship deal will provide it with a potential audience of 9 million – via the Grand National’s television broadcast deal with Channel 4 – plus the 150,000 crowd expected to attend the three-day Crabbie’s Grand National next year. 

As part of the deal, the drinks firm now has naming rights for the three races over the Grand National meet. These include: the Crabbie’s Fox Hunters’ Chase, the Crabbie’s Topham Chase and the Crabbie’s Grand National. 

Peter Eaton, Halewood International’s deputy chairman, says: “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.”

The sponsorship deal, which runs until 2016, also builds on Hale International’s sponsorship of the Scottish Open with the Crabbie’s brand receiving extensive coverage throughout the three-day event, an opportunity it used to introduce new flavours, including raspberry, and strawberry and lime drinks. 

Crabbie’s has also sponsored Scottish football side Hibernian FC, as well as English Premiership sides Everton and West Bromwich Albion.  

John Smith’s ended its nine-year title sponsorship of the Grand National horse race in November last year in a move that was described as a “difficult” decision by its brand manager Karen Crowley.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here