As official title sponsor, the renowned steeplechase will now be named the Crabbie’s Grand National and will run for a £1 million prize for the first time.
The partnership also sees Crabbie’s receive naming rights for another two races that run as part of the Grand National Festival, scheduled for 3-5 April 2014.
Some 150,000 people are expected to attend the festival to watch the Crabbie’s Fox Hunters’ Chase, the Crabbie’s Topham Chase, and the Crabbie’s Grand National, while around 9 million UK terrestrial viewers watch the sports event on Channel 4.
The deal is the latest in a series of high profile marketing campaigns for the Halewood International-owned Crabbie’s brand. Sponsorship programmes to date include Hibernian FC, Scottish Golf Open, Everton FC, West Bromwich Albion, the and the British Comedy Awards.
Under the deal, which initially runs until the completion of the 2016 Grand National, Crabbie’s will receive sponsorship category exclusivity for ginger beer and cider products for the Grand National Festival.
Halewood International’s 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."
.jpg)
.jpg)