Anticipation grows daily throughout Kentucky, the nation and the equestrian world, for the FEI Games, the World Equestrian Championships to be held in the fall of 2010 at the Kentucky Horse Park in Lexington, KY. The World Games Foundation, the organizing committee for the 2010 Games, and the International Equestrian Federation (FEI, the organization representing equestrian sport internationally) took the first step in marketing the FEI Games by introducing the official name of the Games and the logo.

“It is critical to brand this event now and to provide information to potential attendees, competitors, sponsors and volunteers. We have had thousands of requests for information from all over the world from potential spectators, volunteers, trade show interests and media. The games now have a brand identity and marketing them has already begun,” said Rob Hinkle, Chief Administrative Officer for the World Games 2010 Foundation, Inc.

The logo was developed by the FEI and the World Games 2010 Foundation, Inc. It makes use of the recently redesigned FEI logo and the highly successful Kentucky “Unbridled Spirit” brand logo introduced in 2005.

“The Commonwealth of Kentucky took a bold step to underwrite the bid for the FEI Games, and this is major economic development and economic impact opportunity for our state. It is imperative that these games be clearly identified with Kentucky, especially since it will be the first time they will be held outside of Europe,” said Jim Host, Chairman of the World Games 2010 Foundation, Inc., which is headquartered in the National Horse Center at the Kentucky Horse Park in Lexington, KY. “The mark demonstrates the cooperation between Kentucky and the FEI, which will make these Games the most successful equestrian sporting event in the history of the Commonwealth, and in fact, in the nation.”

“Christophe Troendle, FEI Commercial Director added, “This personalized brand identity reflects the true partnership between Kentucky and the FEI. It represents the fundament for all future promotional efforts to make sure that the FEI Games 2010 Kentucky will become the most exciting World Equestrian Championships ever.”


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