PUTTING THE HORSE BEFORE THE CAR - LAND ROVER IS GALLOPING INTO EQUESTRIAN EVENT SPONSORSHIP

We’re adding a new twist to our ride and drive events for 2010. Instead of the 'ride' part featuring four wheels and an engine, it'll center on four hooves, a mane, and horsepower of a very different kind, writes Deborah Sandford, West Coast PR Manager and LRNA equestrian specialist.

This year, Land Rover has decided to make a major commitment to sponsoring the fast‑growing world of equestrianism in North America.

We kicked it off earlier this month by becoming a proud sponsor of the 2010 FTI Winter Equestrian Festival at the Palm Beach International Equestrian Center, in Wellington, Florida that runs to April 4.

We also have plans to support at least three other top equestrian events during the year.

But why Land Rover and the elite world of show jumping, dressage and eventing?

Simple; the kind of people the sport attracts fit perfectly into our target customer profile. These are people passionate about outdoor activities and an outdoor lifestyle; they tend to be affluent patrons; and purchase luxury items. Like luxury SUVs.

Take the FTI Winter Equestrian Festival in Palm Beach. It attracted over 5,000 of the finest horses, riders, trainers, and owners from 23 countries and 46 US states, including Olympic Gold Medalists and World Champions, who competed for almost $6 million in prize money.

And, in recent years, the Festival has expanded into a first‑class spectator sporting event and unique entertainment and shopping destination. This year the organizers even created a mini version of Worth Avenue with high‑end clothing and jewelry boutiques.

It certainly proved to be a highly effective venue for us to showcase our 2010 line‑up of LR4, Range Rover Sport and Range Rover models. During the Festival, we built a challenging off‑road course for visitors to try‑out our vehicles. We also had static vehicle displays, as well as vehicles positioned prominently in the key show‑jumping arenas.

Without a doubt, 2010 is going to be an exciting year to be involved in the equestrian community. For the first time ever, the World Equestrian Games will be held on US soil – previously they have always been staged in Europe – when they come to Kentucky in September.

Not surprising, everyone here at Land Rover is finding it hard to rein‑in our excitement for this tremendous sponsorship opportunity. We certainly think it has legs.