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. Crimson Turkey
Alimentos Altube Altube Spain
Baileys Horse Feeds Baileys United Kingdom
Belisle Solution Nutrition, Inc. Liberte Canada
Canidae Corporation Equidae USA
Centro Oeste Racoes S.A. Guabi Brazil
Champion S.A. Performance Chile
DIBAQ a.s. Fitmin Czech Republic
Direct Action Company DAC USA
DLG Service Equsana Denmark
EMF Nutrition EMF Nutrition Canada
EPOL EPOL South Africa
Fixkraft-Futtermittel GmbH Elite Austria
Gain Horse Feeds Gain Ireland
Granja Alconca C.A. Corcel Venezuela
Grupo Pilar S.A. (GEPSA) Fortaleza Argentina
HyGain Feeds Pty Ltd HyGain Feeds Pty Ltd Australia
Ingenieursbureau Heemskerk BV Chevital Netherlands
Intermountain Farmers Association Intermountain Farmers Association USA
Kušic Promet Centaur Croatia
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. Signature United States
Marstall GmbH Marstall GmbH Germany
Nueva Tecnologia en Alimentacion S.A. de C.V Galope Mexico
Nutriquine NV Cavalor Belgium
Nutrition Service Company Inc. Equi Rich USA
Otter Farm & Home Co-operative Lifeline Canada
Oy Feedex Ab Speedex Finland
Procesadora Nacional de Alimentos C. A. Derby Ecuador
Ridgemont Feedmill, Inc. Hi-Grade Philippines
Ritchie Feed & Seed Ritchie Feed & Seed Canada
Sanut Sanut Dominican Republic
Sigi Trade s.r.o. Sigi Trade s.r.o. Slovakia
Thivat Nutrition Animale ACH France
Tianjin Ken-Canpo Animal Medicament Health Product Co.,Ltd Sanpo (Pet foods) China
Tuffy’s Pet Foods, Inc. KLN (Pet foods) USA
US Feeds US Feeds USA
Vitafort Zrt. Vitafort Zrt. Hungary
Western Milling, LLC (O.H. Kruse) Kruse’s Perfection USA

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