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Hennessy could give Ladbrokes a nasty hangover as old habits die hard
Ladbrokes took on a branding challenge when taking over the Hennessy sponsorshipCredit: Cranham
Taking over the sponsorship of a longstanding household-name race runs one risk above all, namely that the racing public simply will not take to the new title.
On Saturday we have the Ladbrokes Trophy, which has been the Hennessy since 1957 when some of us were just 22 months old. Not easy to get a bet on at that age.
Ladbrokes are to be thanked for stepping into the breach when the brandy boys folded their tents, but for most jump fans the race will always be called the Hennessy.
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Alastair DownFeatures writer
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more inComment
- We know that times are tight - but racecourses really do need to step up and improve outdated weighing rooms
- The budget has heaped even more trouble on racing - and I fear many trainers will now decide the numbers just don't add up
- Why I think Cheltenham Festival handicaps need to change - JP McManus writes exclusively for the Racing Post
- No-one has ever emerged from the womb wearing a trilby - racing's future survival hangs on pursuing a young audience
- Four score and ten just a number to Peter Harris as July Cup triumph shows there's more to the elderly than medical conditions