Sponsor pulls out of J&B Met
IN A shock move J&B have pulled the plug on the Met after a sponsorship lasting 39 years.
Diageo SA, formally known as Brandhouse, and local distributor of J&B whiskey, said it would longer continue its sponsorship in order to allocate resources to other brand initiatives.
Over time the Met, better known as the J&B Met, had grown to become one of South Africa’s grandest social occasions and the country’s longest-standing sports sponsorship.
J&B Met
“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,” said 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.
Kenilworth Racing chairman Chris van Niekerk expressed 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”
Media Executive for Phumelela Gaming, Rob Scott, said whilst it was sad to see the partnership come to an end, exciting opportunities were there for the taking.
"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 Cape Town Met will be announced at the same time.”