John Smith is the headline sponsor of the John Smith's Grand National and awareness of its association with horseracing has consequently been building steadily. The challenge was to: 1) Extend the brands investment in the sport to a wider audience and 2) Ignite the trade's imagination to drive key priority listings and drive Off -trade. The insight was that men's lack of personal experience in horse riding (1.6% have ridden a horse) limits a wider interest in the sport (20.5%). In other sports such as Football, this is not the case (21% versus 63%). Find out more...