Horse play for John Smiths

For the seventh consecutive year, the John Smith’s Grand National will form the centrepiece of the John Smith’s racing sponsorship programme which, in 2011, will embrace 203 race days at 37 courses across the UK.

As well as the John Smith’s Grand National at Aintree, the brand has lent its name to Newbury’s John Smith’s Stakes, the John Smith’s Northumberland Plate and the John Smith’s Cup at York – which enjoys the distinction of being the country’s longest-running commercially sponsored race.  

The 2011 calendar will introduce two additional racecourses – Wetherby and Sedgefield – to the John Smith’s support programme.

Darryl Hinksman, head of customer marketing at brand owner Heineken UK, said: “John Smith’s has become synonymous with horse racing over the years and we are extremely proud of the role the brand plays in bringing ‘The Sport of Kings’ closer to licensees and consumers through our innovative promotions.

“We estimate that John Smith’s takes more than 35,000 people racing every year. Many of these are first timers and it is gratifying to hear that a fair percentage of these become regular race goers.”

Smithy the Horse, a four-year-old chestnut gelding co-owned by thousands of John Smith’s drinkers, will bring an extra dimension to the brand’s racing engagement activity for a second jump season in 2011.

Consumers can follow Smithy’s progress via the brand’s website at www.johnsmiths.co.uk

Ben McFarland, 23.12.2010