Crabbie's has signed a three-year deal which will see the race serve up £1million in prize money for the first time. The deal will see Crabbie's replace John Smith’s, who have sponsored the steeplechase since 2005. The deal will give Crabbie's naming rights for the three races taking place during the Grand National, which would be called the Crabbie’s Fox Hunters’ Chase, the Crabbie’s Topham Chase and the Crabbie’s Grand National.
Trevor Watkins, Head of Sport and partner at Pinsent Masons, said: "We are delighted to have advised The Jockey Club in a very significant deal within British sport. Sponsorship is a key ingredient of driving revenue and finding the right partner is fundamental to any partnership. This deal represents a major collaboration between two leading brands and is testament to the broad popularity and reach of this event and horseracing both nationally and internationally. Our experience in working on large deals of this type has enabled us to successfully advise on a very important move for The Jockey Club at a very exciting time for both businesses."
Crabbie's has its own unique link to the race as it is part of Halewood International, a company founded by John Halewood who won the 2004 Grand National with the Ginger McCain-trained Amberleigh House.
Paul Fisher, Group Managing Director at Jockey Club Racecourses, said: "Crabbie's sponsorship of the 2014 Grand National Festival is the beginning of an exciting partnership for us and I am delighted to welcome one of the UK’s most exciting, fun and relevant brands to partner the world’s most famous steeplechase.
“It’s great the deal is with a partner who is as passionate as we are about the race. I don’t think there is a brand out there with a closer connection to the racecourse, Grand National and community than Crabbie’s parent company, Halewood International, owners of the Ginger McCain-trained Amberleigh House who won the great race in 2004. The partnership will provide unique promotional opportunities for everyone involved and there are exciting times ahead.
“As we continue to increase the quality of the field, the 2014 Crabbie’s Grand National will be run for the first time for a £1 million prize pot, which is a fantastic milestone for the race and a testament to Crabbie’s support. I’d like to thank Pinsent Masons for the commercial and pragmatic support that enabled this agreement to be swiftly concluded."
Pinsent Masons team comprised James Earl, Kim Perry and Trevor Watkins, Head of Sport and Partner at Pinsent Masons.