Global feed companies join Alltech as WEG 2014 partners

Alltech-weg-feed-PartnersForty 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:

Company Name

Feed Brand


Abis Export Pvt. Ltd. (IB Group)Drools (Pet food)India
Adana Besi Yem Ve San. Tic. A.S.CrimsonTurkey
Alimentos AltubeAltubeSpain
Baileys Horse FeedsBaileysUnited Kingdom
Belisle Solution Nutrition, Inc.LiberteCanada
Canidae CorporationEquidaeUSA
Centro Oeste Racoes S.A.GuabiBrazil
Champion S.A.PerformanceChile
DIBAQ a.s.FitminCzech Republic
Direct Action CompanyDACUSA
DLG ServiceEqusanaDenmark
EMF NutritionEMF NutritionCanada
EPOLEPOLSouth Africa
Fixkraft-Futtermittel GmbHEliteAustria
Gain Horse FeedsGainIreland
Granja Alconca C.A.CorcelVenezuela
Grupo Pilar S.A. (GEPSA)FortalezaArgentina
HyGain Feeds Pty LtdHyGain Feeds Pty LtdAustralia
Ingenieursbureau Heemskerk BVChevitalNetherlands
Intermountain Farmers AssociationIntermountain Farmers AssociationUSA
Kušic PrometCentaurCroatia
La Cooperativa de Productores de Leche Dos Pinos, R.L.La Cooperativa de Productores de Leche Dos Pinos, R.L.Costa Rica
Lakeland Animal Nutrition, Inc.SignatureUnited States
Marstall GmbHMarstall GmbHGermany
Nueva Tecnologia en Alimentacion S.A. de C.VGalopeMexico
Nutriquine NVCavalorBelgium
Nutrition Service Company Inc.Equi RichUSA
Otter Farm & Home Co-operativeLifelineCanada
Oy Feedex AbSpeedexFinland
Procesadora Nacional de Alimentos C. A.DerbyEcuador
Ridgemont Feedmill, Inc.Hi-GradePhilippines
Ritchie Feed & SeedRitchie Feed & SeedCanada
SanutSanutDominican Republic
Sigi Trade s.r.o.Sigi Trade s.r.o.Slovakia
Thivat Nutrition AnimaleACHFrance
Tianjin Ken-Canpo Animal Medicament Health Product Co.,LtdSanpo (Pet foods)China
Tuffy’s Pet Foods, Inc.KLN (Pet foods)USA
US FeedsUS FeedsUSA
Vitafort Zrt.Vitafort Zrt.Hungary
Western Milling, LLC (O.H. Kruse)Kruse’s PerfectionUSA

Leave a Reply

Your email address will not be published. Required fields are marked *

Send this to a friend