The World Games 2010 Foundation unveiled the new merchandising and marketing logo for the Alltech FEI World Equestrian Games, which is coming to the Kentucky Horse Park in 2010. The announcement was made at the Downtown Arts Center in Lexington on March 7.

“We are very excited about today’s announcement,” said Rolf Linder, Chief Marketing Officer for the Foundation. “Our new merchandising logo will give the Games, Alltech and the Fédération Equestre Internationale (FEI) a striking visual identity and will encourage those who support our event to wear this image proudly.”

"The FEI has built a new brand structure for the FEI World Equestrian Games, which clarifies the ownership of our most valuable property and highlights our partnership with Alltech," FEI Secretary General Michael Stone declared. "We are confident that the additional brand mark, developed by the Organizing Committee for merchandising purposes, will be a great success and a valuable asset to the existing identity."

“Alltech is very proud to be the title sponsor of this prestigious event,” said Deirdre Lyons, Director of Corporate Design and Project Management for Alltech. “This new mark will allow us to extend the Games’ image globally in new and exciting ways.”

The new merchandising and marketing logo is the result of three months of collaboration between the World Games 2010 Foundation, FEI, Alltech, AllPro Championships and Louisville-based Red7e, the advertising agency of record for the Games.

“It has been a challenge for the various parties to come together to develop a single visual identity for merchandising use,” said Dan Barbercheck, president of Red7e. “We’re proud to have participated in the process, and we look forward to seeing this dynamic horse image used in the marketplace.”

Clothing and novelty items adorned with the new logo are available online at the Games official website, www.feigames2010.org. Many new lines of merchandise are currently being developed by Kentucky-based AllPro Championships, the official licensing partner of the Games.

“We think this new logo will give fans and supporters of the event an opportunity to identify themselves with the Games in a significant way,” said Ben Erps, President of AllPro Championships. “We are honored to be a part of such a large event, and we will be able to create a wide array of appealing items with this new logo.”

The new logo, which incorporates a horse head graphic with the Alltech and FEI marks, will be used for merchandise designs and other related marketing initiatives. The mark also has a Kentucky aspect, as well.

“The inspiration for the red, white and blue horse graphic came from Kentucky’s Unbridled Spirit™ brand,” Linder stated. “We think it’s important for these Games to have an identity that says Kentucky because these are the first World Equestrian Games outside of Europe. The logo should celebrate America, too.”

The 2010 Alltech FEI World Equestrian Games, to be held at the Kentucky Horse Park, are the world championships of the eight equestrian disciplines recognized by the International Equestrian Federation (FEI) and are held every four years. The Games have never before been held outside of Europe, nor have all eight disciplines ever previously been held together at a single site—both firsts that will be achieved at the Kentucky Horse Park. The 2010 Games are expected to have a statewide economic impact of $150 million. It is anticipated that more than 600,000 spectators will attend the 16-day competition.


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