Saddle up! Alltech is sponsoring European championships
Alltech is having so much fun as the first-ever title sponsor of the World Equestrian Games that the Nicholasville biotech company is doing it again — in Europe.
The international group that oversees equestrian sports, the Fédération Equestre Internationale, even combined a couple of championships to create the first-ever Alltech FEI European Jumping & Dressage Championships to be held at England’s Windsor Castle in August.
I say, jolly good show!
It’s Alltech’s first big foreign equestrian sponsorship, says company spokesman Billy Frey. “We are so pleased with what’s been going on with the (Alltech FEI World Equestrian) Games and the potential that holds for us that we said, ‘Hey, this is a unique opportunity in Europe to partner with the FEI once again’ so we decided to do it.”
Unlike the Alltech FEI World Equestrian Games at the Kentucky Horse Park in 2010, the Windsor competitions are open only to European riders, Frey noted. But they are very popular in Europe, which is the No. 1 market for Alltech’s animal feed products.
“When you get into the world of sponsorships, different opportunities present themselves,” he said. “We strike at the ones we think are the best, and the alliance with FEI was a good one.”
Other such big deals are possible, he said.
The company already has some smaller ones. There was the Alltech Olympia Grand Prix at The London International Horse Show in December and in May, there will be the Alltech Royal Windsor Grand Prix during the Royal Windsor Horse Show.
Is Alltech on its way to becoming as famous as Rolex for sponsoring equestrian events?
Looks like it.
