GIN brand Greenall’s has been signed as a major sponsor of horse racing organisation The Jockey Club.
The £3 million deal, which commences this month and will last for three years, will see Greenall’s listed at 15 racecourses across the UK.
It will also be key to upcoming marketing activity for the Greenall’s brand.
The Jockey Club is responsible for staging more than 340 racing events across the country each year, including a number of high-profile horse racing events including The Cheltenham Festival, and The Crabbie’s Grand National.
“We are incredibly proud that Greenall’s gin, Britain’s oldest London Dry Gin, is supporting the Great British institution that is horse racing and The Jockey Club,” said Warren Scott, CEO of the Quintessential Brands Group, the company behind Greenall’s.
“We both have a history dating back to the mid 1700s and share a common vision to be the best in the world in our respective fields.”
Quintessential claims the activity will allow Greenall’s to reach around two million customers directly through the various Jockey Club racing events, as well as around 20 million viewers watching the events at home on the TV.
Simon Bazalgette, group chief executive of The Jockey Club, described the sponsorship as “a fantastic partnership built on shared values around excellence and heritage”.