The World Games 2010 Foundation, Inc., and The Rolex Company announced that Rolex, the leading maker of luxury wristwatches, has signed on to become the "Official Timepiece of the 2010 Alltech FEI World Equestrian Games."

"Having Rolex become a partner of the Games is exciting and tremendously important to our event," stated Jack Kelly, CEO of the World Games Foundation, Inc. "They have been such an integral part of equestrian sport for so many years, and it is only fitting that they be one of the first partners to join our efforts."

Rolex, a strong supporter and sponsor of equestrian sports for more than 50 years, is headquartered in Geneva, Switzerland. The company has been a sponsor of the World Equestrian Games (WEG) since the 2002 WEG in Jerez, Spain, and has long been the title sponsor of the highly successful Rolex Kentucky Three-Day Event, held annually at the Kentucky Horse Park.

The Alltech FEI World Equestrian Games will be held September 25-October 10, 2010, at the Kentucky Horse Park in Lexington. The event, which is held every four years, will host the crowning of world champions of the eight equestrian disciplines recognized by the Fédération Equestre Internationale (FEI). The Games have never before been held outside of Europe; nor have all eight disciplines ever previously been held together at a single site. These are 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.