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.
For the past 39 years, the J&B brand has invested significant resources to ensure the staging of this 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 proud of what we have achieved with the J&B Met and the experience it has created over the years. We are certainly going to miss working with this annual event and team,” says Jeff Milliken, MD of Diageo SA. “This has not been an easy decision, but we feel that this is right for the brand.
“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.”
Kenilworth racing chairman, Chris van Niekerk expressed gratitude to Diageo SA for its 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 its new campaign.”
Head of media executive for Phumelela Gaming, Rob Scott said, “Whilst it is sad to see the partnership come to an end, exciting opportunities are up for the taking. We are in the process of closing a new deal and will announce the new sponsors of the Met in due course. The date of the running of the 2017 Cape Town Met will be announced at the same time.”
