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FEI adds Cavalor to sponsorship stable

The International Equestrian Federation (FEI) has agreed a sponsorship deal with Belgian-based equine nutrition brand Cavalor.

The agreement affords Cavalor the title of the FEI’s official nutrition partner and title partner of the FEI Best Groom Award.

The FEI has turned to animal nutrition supplements companies before for sponsorship support. Indeed, the 2010 and 2014 editios of the FEI World Equestrian Games were backed by title sponsor Alltech, the Kentucky-based animal health and nutrition company.

At this year’s FEI Awards Gala in Moscow, the Cavalor FEI Best Groom Award will be given to the person working behind the scenes to ensure the horses he or she looks after are given the best possible care. American Lee McKeever, groom to four-time Olympian McLain Ward, was the recipient of last year’s accolade.

Sponsorship accounts for the lion’s share of the FEI’s commercial income. In 2018, the Lausanne-based international federation generated CHF27.8m (€25.2m/$27.8m) from sponsorship, or 88.5 per cent of all commercial income. This represented a jump of CHF8.5m on sponsorship income generated in 2017.

The FEI received a significant boost to its commercial revenue streams in 2013 when Swiss watch manufacturer Longines came on board as its official top partner in a long-term deal.

The FEI’s roster of sponsors is led by Longines, which sits above now eight partners in ATPI Sports Events, Boehringer Ingelheim, Cavalor, Horse Pilot, Jet Set Sports, Otto Sport, Pixio and SAP.

Lieselot Hamerlinck, managing partner at Cavalor, said that the FEI sponsorship gives the company an opportunity “to reach a more international audience.”

She added: “We believe in fostering long term relationships and we know that together with the FEI we can bring our experience in this field to more people.”

Ralph Straus, the FEI commercial director, said: “Horse welfare is at the top of the agenda for both Cavalor and the FEI which makes this partnership a natural fit. With over 30 years of experience, Cavalor brings a wealth of equine nutrition knowledge to the table along with a strong brand reputation and we look forward to a productive working partnership.”

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