Cape Town - Diageo SA, formally known as Brandhouse Beverages, and local distributor of
J&B whiskey, has announced that it will no longer continue its sponsorship
of the J&B Met.
For the past 39 years, the J&B brand has invested significant resources to
ensure the staging of this prestigious horseracing event. Over time it has
grown to become one of South Africa’s grandest social occasions and the
country’s longest-standing sports sponsorship.
“We are extremely proud of what we have achieved with the J&B Met and the
wonderful experience it has created over the years. We are certainly going to
miss working with this exceptional annual event and team,” says Jeff Milliken,
Managing Director of Diageo SA.
The 2016 J&B Met was the completion of a three year contract commitment to
the event. In reviewing its strategy for the J&B brand, Diageo SA has made
the decision to end the partnership and allocate resources to other brand
initiatives. This has not been an easy decision but we feel that this is right
for the brand.
The first Metropolitan mile was run in 1883, with J&B assuming sponsorship
in 1977 when the event came to be known as the J&B Met. Since the first
J&B Met, the event has attracted South Africans from all walks of life who
come together to celebrate the best of fashion, music, food and horseracing.
“We would like to thank the Met for a lengthy and fruitful partnership spanning
nearly four decades. We are grateful to have been a part of such an iconic
event and are certain of its continued success, with an incredible team at the
helm to take it forward,” says Milliken.
Kenilworth Racing chairperson Chris van Niekerk expressed much gratitude to Diageo
SA for their valued support and loyalty over a lengthy period.
"A 39 year
sponsorship is a great achievement and as partners we had a tremendous Met
journey. We wish Diageo SA much success with their new campaign."
Head of Media Executive for Phumelela Gaming, Rob Scott said that whilst it's
sad to see the partnership come to an end, exciting opportunities are up for
"We are in the process of closing a brand new deal and will
announce our new sponsors of the Met in due course. The date of the running of
the 2017 edition of the Met will be announced at the same time."