S&N in jockey promotion for ‘people’s race’ sponsorship

‘Scottish & Newcastle (S&N) ale brand John Smith’s is to give ten consumers the chance to train as amateur jockeys and compete in a charity race to be held on the same day as the Grand National, for which John Smith’s is title sponsor.

‘Scottish & Newcastle (S&N) ale brand John Smith’s is to give ten consumers the chance to train as amateur jockeys and compete in a charity race to be held on the same day as the Grand National, for which John Smith’s is title sponsor.

S&N is linking up with the Daily Mirror, the Daily Record and bookmakers Ladbrokes to exploit its Grand National sponsorship through the competition – called the John Smith’s People’s Race, capitalising on the popular nickname for the Grand National – which will see winners competing for a share of a £100,000 prize fund for the charity of their choice, and an all-expenses-paid trip to Dubai for racing’s 2008 World Cup.

The John Smith’s People’s Race will take place on the same day as the Grand National itself, in front of up to 70,000 spectators at Aintree and millions of BBC television viewers around the world.

The competition will be promoted over the next 15 weeks in the two newspapers, Ladbrokes betting shops and the www.johnsmiths.co.uk website. A panel of racing experts will select ten apprentice riders to undergo an intensive training programme, which will include time with racehorse trainers, before they are saddled up on April 14 for the race meeting.

John Smith’s signed a three-year deal to sponsor the Grand National in 2005. It has previously run a reader competition with the Mirror Group offering the chance to win a horse to run in the race.

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