Alltech Extend Title Sponsorship of World Equestrian Games
June 30, 2011
Alltech has announced that the Kentucky-headquartered organisation will continue as the title sponsor of the World Equestrian Games (WEG).
Pearse Lyons, the founder of animal nutrition company, delivered the news, but made no mention of the financial commitment Alltech will make towards the next edition of the WEG, which is due to be held in Normandy in 2014. The current sponsorship of the 2010 World Equestrian Games in Kentucky was widely reported to be worth US$10 m, and so the latest agreement is considered to be of a similar value.
Lyons: “You don’t put all this time and effort into one event and then walk away. The idea of doing it once, and only once, never crossed our mind. It did not take us 10 minutes to decide to be the title sponsor for the 2014 Games. It’s a no-brainer.
“We want to maintain this. [The] impact of WEG on Alltech has been phenomenal. Our people are walking taller and walking proud and bringing our customers into the hospitality and seeing Alltech everywhere. You can’t put a value on that.”
A formal announcement and details of Alltech’s sponsorship is expected next week in Paris.