Crabbie's wins Grand National

29 August, 2013

Halewood International’s Crabbie’s alcoholic ginger beer has taken over title sponsorship of the Grand National and Grand National Festival at Aintree.

The brand signed a three-year deal that will see the race run for a £1 million purse for the first time in 2014.

Halewood said the team-up would give Crabbie’s a platform to reach some 9 million terrestrial TV viewers as well as millions of racing fans from around the world.

Crabbie’s has been allowed to name three races at the event, which will run from April 3-5: The Crabbie’s Fox Hunters’ Chase, the Crabbie’s Topham Chase and the Crabbie’s Grand National. Halewood is planning a “major support programme” to back up the deal.

It is the latest in a series of high-profile marketing campaigns for the brand, including sponsorship of Hibernian FC, the Scottish Golf Open, Everton FC, West Bromwich Albion, the National Television Awards and the British Comedy Awards.

Halewood International deputy chairman Peter Eaton said: “It has always been the family’s ambition to sponsor the Grand National and we are very excited to have this opportunity. 

“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 brand is already enjoying considerable success in the USA, Canada and Australia and is the number one bottled ale in the UK and from a company and family perspective, we are delighted to renew our longstanding relationship with Aintree.”

The deal was struck after Heineken-owned bitter John Smith’s announced last November that it would end its nine-year sponsorship of the Grand National after this year’s race.

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