I’m so looking forward to the World Equestrian Games later this year. I simply love America. It is the true ancestral home of consumerism and commercialism, and as far as consumerism goes, the US WEG folks are showing those boring old Europeans how it’s done.
For months now – in fact, the past four years – the extremely active WEG promo people have been bombarding the planet with the latest scoop on The Games.
No, not on who is going or the events on the schedule – no, we’re hearing about the most important stuff such as who is providing the loos and the booze and the other Official Stuff.
As of today, there’s sadly no decision yet on the dunny supplier (should we be worried?) – but I can tell you the plonk and the grub is sorted. Yes, the WEG has an Official Beer, an Official Bourbon, and an Official Pizza. The beer you will be drinking at WEG (unless you buddy-up with one of the Kiwis, who has probably smuggled in a six-pack of Speights and God knows what else) is Kentucky Ale, and the Official Bourbon is Maker’s Mark. And Papa John’s Pizza, apparently the world’s third largest pizza chain, is the Official Pizza Supplier. I’m afraid I’ve never heard of it.
As far as sponsors and official ‘partners’ go, there are also the usual suspects, of course, the Official Timepiece is Rolex (no surprises there, and Meredith must be due for another one by now), and the Official Network Broadcast Partner is NBC Sports.
But hold on – don’t forget that this is the biggest thing to hit Lexington since the Pride Festival, so the locals have to be prepared. There are a raft of other Official Providers of Official Stuff that you never dreamed would have anything to do with equestrian sport (and you probably can’t figure out what half of them will do, either). There’s the Official Image, the Official Equipment Sponsor (John Deere), the Official Airport (Blue Grass Airport), the Official Supplier Registration Company (National Diversity Solutions), the Official Interactive Agency of Record (DigiKnow), the Official Exclusive Licensing Organization and Merchandiser (All Pro Championships), the Official Advertising and Communication Partners (Preston-Osborne and Red7e), the Official Preferred Fixed-Based Operator (Air 51), the Official Community Partner (United Way of the Bluegrass), the Official Magazine (Kentucky Monthly), the Official Kentucky Experience Sponsor (Fifth Third), the Official Security Solutions Sponsor (EMC Corporation), the Official Commercial Realty Company (Fortune Commercial Properties), the Official Housing Bureau (Short’s Travel Management) – which then chose the Official Private Property Rental Provider (Event Home Leasing), and there are also Official Local and Preferred Partners.
Got all that?
Don’t worry, there is some horsey stuff included in all of this. Look out for, among others, the Official Apparel and Footwear Sponsor (Ariat) the Official Shipping Agent (Peden Bloodstock), the Official Presenting Sponsor of the Endurance Competition (Meydan – who else?), the Official Model Horse (Breyer), the Official Reining Breed Sponsor (The American Quarter Horse Association), and the Official Certified Farriers (American Farrier’s Association).
But what I want to know – why haven’t they named the Official Under Pants Supplier yet?