Leading the title sponsorship of the Alltech FEI World Equestrian Games 2014 meant shaping the brand presence of one of the world’s largest international sporting events. The programme spanned PR and communications, brand awareness, social media, advertising, hospitality and entertainment — including the creation of the Alltech Music Festival — all delivered through a coordinated team of specialist marketers.

The activation became a benchmark for global sponsorship. The event generated visual brand exposure to five million TV viewers and 500,000 on‑site spectators, introduced the Alltech Equine Partner Programme, and created a festival‑like atmosphere that extended far beyond the competition arenas. Outcomes included a 33% drop in employee turnover, a doubling of job applications, €31m in earned media value and a significant uplift in global reputation across multiple stakeholder groups.