Grand National Gets Thrown

Jockey Daryl Jacob celebrates after winning the Grand National on April 14.

British horse racing's Grand National has "joined a growing sporting scramble for corporate cash" after Heineken's John Smith's beer brand said that it would end its title sponsorship of the world famous steeplechase next year, according to Keith Weir of REUTERS. Competition for sponsors' money "is tough in Britain where the economy is stagnating," and major events like the London Olympics and Glasgow 2014 Commonwealth Games have "sucked up some of the money that is available." John Smith's is believed to have spent almost £20M ($32M) on the title sponsorship and related marketing since '05. It now plans to focus its marketing activities on consumers in pubs, clubs and supermarkets to help "counter a declining market for ales."