Global Sponsorship and Brand Experience for the Alltech FEI World Equestrian Games

A global sponsorship and brand experience that elevated visibility, engagement and reputation on the world stage.

The Challenge

As Global Sponsorship Manager for Alltech, I was responsible for leading the title sponsorship of the Alltech FEI World Equestrian Games, one of the largest and most prestigious sporting events in the world, attracting hundreds of thousands of spectators and millions of global viewers.

The challenge was to design and deliver a sponsorship that would:

  • elevate Alltech’s global brand visibility

  • strengthen reputation across diverse international markets

  • engage consumers, customers, partners and employees

  • activate across multiple venues, disciplines and audiences

  • deliver measurable commercial and reputational impact

The scale was immense. The event spanned multiple weeks, multiple equestrian disciplines, global broadcast coverage and a highly engaged international audience. The sponsorship needed to be cohesive, creative and flawlessly executed.

The Insight

The Games represented more than sport. They were a global celebration of partnership, performance and the deep connection between horse and rider.

To maximise impact, the sponsorship needed to:

  • create emotional resonance

  • deliver meaningful experiences

  • showcase Alltech’s values of innovation, care and performance

  • connect the brand to the equestrian community in an authentic way

The insight was simple:
If we could elevate the experience for spectators, athletes and partners, we could elevate the brand.

The Work

I led the end‑to‑end strategy, planning and execution of the title sponsorship, overseeing a global team and coordinating with event organisers, broadcasters, creative partners and internal stakeholders.

  • In conjunction with the Alltech leadership, I developed the overarching sponsorship strategy, ensuring the brand was visible, meaningful and consistent across all touchpoints. This included:

    • brand positioning for the Games

    • creative direction for all visual assets

    • messaging and storytelling

    • integration across digital, broadcast and on‑site environments

  • My team and I oversaw the creation of a cohesive brand experience across the entire event footprint, including:

    • venue branding and signage

    • athlete and team areas

    • hospitality environments

    • fan engagement zones

    • experiential activations

    The goal was to create a world‑class experience that reflected Alltech’s commitment to excellence.

  • One of the most successful elements of the sponsorship was the Alltech Music Festival, a multi‑day concert series that ran throughout the Games. I worked directly with organisers to develop the concept, programming and execution of the festival, which became a major attraction and significantly expanded the event’s reach

  • Our team directed the communications strategy, ensuring consistent messaging across global media. This included:

    • press conferences

    • media relations

    • content creation

    • social and digital amplification

    • executive visibility

  • I worked closely with:

    • event organisers

    • FEI leadership

    • national federations

    • sponsors and partners

    • internal Alltech teams across multiple countries

    This ensured alignment, smooth delivery and a unified brand presence

  • I led the evaluation of the sponsorship’s performance, capturing outcomes across brand visibility, engagement, reputation and commercial impact.

The Impact

The Alltech FEI World Equestrian Games became one of the most successful sponsorships in the company’s history. Outcomes included:

  • global broadcast exposure to more than five million viewers

  • over 500,000 on‑site spectators

  • significant uplift in Alltech brand visibility and reputation

  • $31 million in media value

  • a 33% reduction in employee turnover

  • a doubling of job applications

  • enhanced global recognition across multiple stakeholder groups

The sponsorship strengthened Alltech’s position as a global leader in animal health and nutrition, created lasting brand equity and delivered a world‑class experience that resonated with audiences around the world.

Get in touch

If you want to create a sponsorship or brand experience that delivers global impact, I would welcome a conversation.

ann@aktive8consulting.com
(+353) 86 048 7305

Kildare, Ireland
W23AT27