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.

Readers' comments (1)

  • The perry and cider market has grown due to recent trends stemming from the popularity of summer festival culture. Perceived as a traditional brand, it is likely that Crabbies have been facing stiff competition from new entrants with a more trendy positioning.

    The new sponsorship deal will prove to be a great move by Crabbies in targeting this segment of the market. With the Grand National marking the beginning of the summer events calendar, Crabbies have an excellent opportunity to create awareness at the beginning of a highly profitable events season.

    Well done Crabbies - first up, best dressed!

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