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Badminton Horse Trials sign deals, ‘unlikely’ to land title sponsor

The Badminton Horse Trials (by Michael Steele/Getty Images)

Organisers of Badminton Horse Trials have signed what they claim are two significant sponsorship deals with Mars Equestrian and Science Supplements after admitting they are unlikely to secure a new title sponsor for next year’s edition of the UK equestrian showpiece.

Mars Equestrian, part of US conglomerate Mars, Incorporated; and Science Supplements have signed on as official event partners of the 2020 Horse Trials, which are due to take place from May 6-10 at the Duke of Beaufort’s Badminton estate in Gloucestershire, England.

Mars Equestrian brands include Spillers, Pedigree and Royal Canin. William Clements, vice-president of global sponsorships and sports marketing for Mars, Incorporated, said: “Through this partnership, we hope to honour the equestrian legacy of Mars and engage spectators with our iconic brands as we work to achieve our vision of a better world for horses, pets, and their owners. Horses are deeply rooted in Mars’ history dating back to the 1930s.”

British company Science Supplements, which will also become the official supplements of Badminton Horse Trials, currently sponsor the BE90 and BE100 series with the final held at Badminton on May 5-6.

In October 2018, Mitsubishi Motors said it would not extend its title sponsorship of Badminton after the 2019 event, following a record 28 years of support. Event director Jane Tuckwell conceded that Badminton is unlikely to have a new main sponsor in place for 2020.

She added: “From the outset we have been exploring different sponsorship models and it is fantastic to now have both Science Supplements and Mars Equestrian on board as official partners.”