Martell ends Grand National sponsorship

Next year's Grand National will be the last sponsored by Martell Cognac.

Owner Pernod Ricard, which took over control of both the brand and the sponsorship agreement from Seagram two years ago, has decided not to renew the six-year contract with the Aintree racecourse.

Eric Benoist, Martell's international marketing director, said: "Marketing of Martell in the UK has benefited greatly from this international sponsorship but Pernod Ricard UK is now developing market-specific plans in order to move the brand forward.

"The Grand National has been an outstanding sponsorship and we are fully committed to making the 2004 event a memorable finale."

Charles Barnett, managing director of Aintree Racecourse, paid tribute to Martell Cognac for its part in raising the event's profile.

"We would like to record our huge gratitude, on behalf of ourselves and the racing industry in the UK, to Martell for their support and commitment.

"The Grand National meeting, and indeed Aintree Racecourse, has been transformed in large part thanks to Martell Cognac but we understand that in business, as in life, you have to move on."

Related articles:​

Martell puts cash on the National (13 February 2003)