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In 2014, Normandy will host the seventh edition of the FEI World Equestrian Games which will officially be known as the Alltech FEI World Equestrian Games Normandy 2014. This joint signing between Alltech and the Normandy 2014 Organizing Committee represents a historic partnership in the world of equestrian sports with a commitment from Alltech to the value of €10 million.
“Alltech is proud to continue our partnership with the World Equestrian Games,” said Alltech President and Founder Dr. Pearse Lyons. “These world championships of equestrian sport epitomize the values that we applaud: passion, excellence and performance. When the eyes of the world tune in to watch the Alltech FEI World Equestrian Games in Normandy, France, we will be there. Alltech’s sponsorship of equestrian sport brings the brand to life and creates value for our partners, generating strong ties with the end consumer of our products at moments of great passion. France and Normandy in particular, with its worldwide reputation of excellence in horse breeding, is a strategic location for our company. Alltech has a longstanding history of serving the agricultural community in France, and we are thrilled to support the event in Normandy and to share in the pride of this spectacular event. Given the inherent passion the people of Normandy have for the horse, we hope to leverage this sponsorship to support the communities in which we live and work."
The new brand and vision for the Alltech® FEI World Equestrian Games™ 2014 was launched in the host city of Caen to celebrate the 1,000 day countdown.
The new brand is based on the bond between man and horse – the respectful relationship - and includes an apple blossom pattern, one of the region’s most recognised agricultural symbols, and the word 'Normandy' – the host region of the Alltech FEI World Equestrian Games™ 2014.