THREE DAYS IN KENTUCKY

This weekend’s Rolex Kentucky Three‑Day Event sees Land Rover North America stepping‑up its support and involvement with this prestigious equestrian event. Kim McCullough, Brand Vice President, Land Rover North America explains why becoming presenting sponsor is great news for Land Rover and the sport of Eventing.

Why the decision to increase your involvement in the event?
We love being part of the Rolex Kentucky Three‑Day Event. We love supporting USEF, the United States Equestrian Federation and its riders. And we love the opportunity the event provides to showcase the Land Rover model line‑up in an authentic outdoor setting before tens of thousands of visitors. Since we became part of the event in 2010, first as official vehicle sponsor, it has proved to be a perfect fit for our brand.

What is the full extent of Land Rover’s commitment?
We stepped up from being the official vehicle sponsor to full presenting sponsor. That is huge for us. We’ll also continue to be the presenting sponsor of NBC television’s telecast of the competition, which airs next Sunday from 4‑5pm. We’re also continuing as the title sponsor of the fun Land Rover Tailgate competition, plus we’ll be awarding a 24‑month lease of a 2013 Range Rover Evoque to the U.S. rider who wins the ‘Land Rover Best Ride of the Day.’ It’s just a measure of how important we see this world‑class event.

Why is the Rolex Kentucky Three‑Day Event so important?
The Who’s Who of the equestrian world competes here, with the world’s best horses and riders vying for their share of $250,000 in prize money as well as a shot at the $350,000 Rolex Grand Slam of Eventing. For riders and horses, it’s a critical competition in the Eventing calendar.

Explain to us exacting what Eventing is?
It is arguably the most exciting and challenging sport in the whole of equestrian competition. It’s staged over three days, with three very distinctive elements ‑ dressage, cross‑country and show‑jumping. It interesting as both men and women compete equally and it is the same horse/rider combination for each event. It’s a sport defined by power, style, control and capability ‑ all traits Land Rover embodies in its vehicles.

You’ve also extended your support for the United States Equestrian Federation.
We really wanted to show our long‑term commitment to USEF, so we just announced that we would continue our partnership through to the end of 2016. This is to support the U.S. Eventing Team as its athletes prepare for the Alltech FEI World Equestrian Games in 2014.

Tell us about this Land Rover Tailgate Challenge.
We held it for the first time last year and it proved such a success we’re hosting it again. Saturday is the main cross‑country competition day at the Kentucky Horse Park in Lexington, and visitors can tailgate right next to the course. Naturally, a great many of the vehicles are Land Rovers. So we hold a contest for the most‑creative, best‑decorated and best‑catered Land Rover tailgate party. The winners get a terrific prize package ‑ two 2014 Rolex Kentucky Sponsor Pavilion Hospitality tickets, two reserved grandstand seats for the 2014 event, a premium tailgate space and the use of a new Land Rover for the weekend.

Some of Land Rover’s ‘super‑loyalist’ owners will also be joining you this weekend.
Yes, as part of our Land Rover Adventure program where we organize terrific owner events throughout the year, a group of owners has purchased a special package to The Rolex Kentucky Three‑Day. One of the things we’ve arranged for them is an exclusive preview of the all‑new 2014 Range Rover Sport before it goes on display to the public at the Saturday‑only Land Rover Tailgate Challenge.

How does a rider win that two‑year lease of a new Range Rover Evoque?
Saturday is the big cross‑country day at the Rolex Kentucky Three‑Day Event. So the ‘Land Rover Best Ride of the Day’ award goes to the top U.S. rider who comes closest to the optimum time set by a professional rider on the cross‑country course with no jump penalties. We hope this adds an exciting dimension to the competition!

How do you showcase the Land Rover model range?
Our test drive program gives us tremendous exposure to an affluent, active, outdoorsy audience who own and drive SUVs. Throughout the weekend, guests of the event have the opportunity to get behind the wheel of the all‑new 2013 Range Rover, Range Rover Evoque and Land Rover LR4 ‑ we’ll have a fleet of 36 vehicles in all ‑ over a specially‑designed off‑road demonstration course. Last year we did well over 1,000 test drives during the three days.

We hear you’ll once again have your popular pet friend Rover Lounges set up during the weekend.
Yes, we’re bringing back our famous Rover Lounges. Because so many owners bring their dogs to the event, it worried me that there that there might not be enough water available, especially on the hotter days. So last year we set‑up in a number of shaded areas of the park and provided water and Land Rover doggy bones. We also gave out branded water bowls. Visitors, well, more‑so their dogs, absolutely loved it.