The Jockey Club Signs New Official Partner

Greenall’s Gin has signed a new three-year sponsorship to become an official partner of The Jockey Club, which includes exclusive gin pouring and activation rights across its 15 racecourses.

The deal, which starts immediately, covers a number of major meetings including The Cheltenham Festival, The Investec Derby and The Crabbie’s Grand National.

According to The Jockey Cub, Quintessential Brands – owners of Greenall’s Gin – will be committing circa £3m over three years in activating the partnership.

Warren Scott, CEO of the Quintessential Brands Group, commented: “We are incredibly proud that Greenall’s Gin, Britain’s oldest London Dry Gin, is supporting the Great British institution that is horseracing and The Jockey Club. We both have a history dating back to the mid 1700’s and share a common vision to be the best in the world in our respective fields.”

Simon Bazalgette, group chief executive of The Jockey Club, said: “I believe this will prove a fantastic partnership built on shared values around excellence and heritage, and a simple desire for our customers to enjoy themselves. As a sport, British racing welcomes around 6 million spectators a year to our venues and more than 40% of UK television viewers watched racing on Channel 4 last year.

“We are a sport with scale and a desire to work with like-minded partners like Quintessential Brands and its Greenall’s Gin to achieve mutual success and growth. In this regard we look forward to unveiling further Official Partners to join Greenall’s Gin in other important rights categories in due course.”

Lizzy Johnson, international marketing director, Quintessential Brands, added: “We are delighted to be working with the team at The Jockey Club to introduce Greenall’s Gin to an even wider audience. The race going experience provides us with the perfect environment for consumers to enjoy Greenall’s Gin and will be an integral part of our marketing plans and strategy of recruiting new consumers into the gin category.

“This sponsorship will help further accelerate the growth of Greenall’s Gin as we reach out to a wider and younger group of consumers, both in the UK and internationally.”