Talk about forward planning, Alltech is going to be the sponsor of the World Equestrian Games which will be held in 2010 in Lexington, KY. It’s a multi-million dollar investment and you might wonder why they would choose this venue.

Here’s how they put it to the IFAJ group in a short presentation about the future games. The Olympics bring in about 500,000 people, the World Equestrian Games will bring in about 600,000 people. I would have never guessed that. Additionally, the exposure from these games will be reaching a much more customer oriented audience than another venue might.

In June 2006, Alltech proudly became the first ever title sponsor of the World Equestrian Games (WEG), to be held in Lexington, Kentucky from the 25th September – 10th October 2010. These world-class events are the major international championships for equestrianism, administered by the Fédération Equestre Internationale (FEI).

The games are held every four years, half way between each pair of consecutive Summer Olympic Games. Past games have included seven disciplines: dressage, show-jumping, eventing, cross-country, vaulting, combined driving and reining. Paraequestrianism will be included for the first time at the Alltech FEI WEG 2010.