And they’re off – ginger beer firm sponsors Grand National

By Mike Stones

- Last updated on GMT

And they’re off – Crabbie’s sponsorship deal will help it reach a UK terrestrial TV audience of about 9M
And they’re off – Crabbie’s sponsorship deal will help it reach a UK terrestrial TV audience of about 9M
Ginger-beer maker Crabbie’s is under starter’s orders after agreeing to sponsor the Grand National race festival for three years.

Halewood International, owner of the soft drinks brand, said the deal would help the Crabbie’s communicate with a huge domestic and international audience.

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

TV audience of about 9M

The Jockey Club, the organiser of the Aintree steeplechase, said the sponsorship would enable the firm to reach a UK terrestrial TV audience of about 9M and up to 600M across the globe.

Crabbie’s succeeds former sponsor beer brand John Smith, which supported the race from 2005 until this year.

The sponsorship deal will see the prize money for the four-mile handicap race rise to £1M for the first time in its 174-year history.

The race had attracted controversy in recent years after four horses had to be put down – two in 2012 and two in 2010. Changes to the course the year were said to have reduced the risk to runners and riders.

Related topics: Fruit, vegetable, nut ingredients, Drinks

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