Global feed companies join Alltech as WEG 2014 partners

Forty horse and animal feed companies from 26 countries around the world have joined the World Equestrian Games 2014 as Alltech Official Partners of the event.

The Alltech Official Partner Programme allows official partners to differentiate their feed with the inclusion of Alltech nutritional solutions and also provides them with the rights to use Alltech Official Partner brand marks linked to the Games.

Alltech first established this unique partnership programme in 2007 with its inaugural title sponsorship of the 2010 Alltech FEI World Equestrian Games in Lexington, Kentucky. Essentially a sub-licensing of corporate sports sponsorship, the programme is unparalleled in equestrian sports sponsorship, the animal feed industry and the wider sporting sponsorship sphere.

“The Alltech Official Partner Programme is arguably the linchpin of our sponsorship activation strategy for the Alltech FEI World Equestrian Games,” said Catherine Keogh, chief marketing officer at Alltech.

“It strengthens our relationship with our customers while aligning them to a global championship event, which in turn deepens their connection to their customers and gives them a major point of differentiation in their local markets. Moreover, with 40 leading companies telling the story of the Games in 26 different countries spanning the globe, there is clear marketing value to the event itself. These partners will, in turn, bring more than 2500 of their customers from all over the world to Normandy for the Games.”

All partners to date have rebranded their feed bags to incorporate the Games logo, while many have also chosen to promote their association at tradeshows, as well as through advertising, competitions and customer incentive programmes.

The Alltech Official Partners are: