WITH THE ANNOUNCEMENT that the Heineken-owned John Smith’s brand will not be renewing its title sponsorship of the Grand National after the 2013 race, speculation has begun as to who the next sponsor might be.
At the Sport and iGaming conference in London yesterday, discussion turned to whether a company from the betting and internet gaming industry might be a suitable replacement as a title sponsor.
Previously, three brands from the alcoholic drinks sector – Seagram, Martell and John Smith’s – have sponsored the event consecutively from 1984.
Ben Dowding, sponsorship manager for Epsom Downs Racecourse, believes the Grand National vacancy will provoke significant interest from the gaming sector. “The Grand National provides a marketing opportunity like no other in British horseracing,” he said.
“It has the biggest television audience (11.1 million people watched the race on the BBC this year) and is the one race that stops the nation.
“From a rights owner perspective, the Grand National needs to work with a brand that can engage the entire nation. If a betting company can bring high levels of excitement and anticipation to a whole country, then why not?”
Dowding’s view was endorsed by Rod Kohler, managing director of Revolution Sports and Entertainment, on the provision that a betting brand works in partnership with the Grand National to deliver a mutually beneficial business relationship.
“There are very few horseracing events out there than can be considered equally as a sponsorship option with those in football, cricket, rugby etc. The Grand National is one of those events,” said Kohler.
“Whether the Grand National would want to work with a betting company would depend on what a gaming company could give to the sponsorship.
“Traditionally, gaming companies have a very deep relationship with racing, which has perhaps been a little bit one way. Increasingly, however, the rights holder is looking as much for a partnership – what the two parties can do together – as much as investment.
“It’s about the rights owner and a brand coming together for a beneficial business relationship. So I think the Grand National will talk to companies from the gaming sector, but with the question in mind: ‘how are we going to make this a bigger and better event with your support?’”
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG