Global food brand launches tripartite sponsorship deal

Baxters Food Group has signed a unique new sponsorship deal to partner with British Eventing, Land screen-shot-2016-09-22-at-09-36-50Rover Burghley Horse Trials and the Mitsubishi Motors Badminton Horse Trials.

The sponsorship deal will increase awareness of the Baxters brand amongst equestrian and countryside audiences and will include a strong event presence at the UK’s two elite 4* competitions that together boast a joint footfall of well over 300,000 visitors annually.

Sponsorship activation began at the Land Rover Burghley Horse Trials where Baxters hosted a trade stand for product sampling and sales alongside on event branding in the main arena.

The historic food manufacturing business, which remains in family ownership and is renowned for its soups, preserves, condiments, beetroot and chutneys, will also have a presence at the Mitsubishi Motors Badminton Horse Trials in 2017.

Baxters Food Group Commercial Director Jaspal Chada said; “These two events and world-wide recognised brands are perfectly aligned to the premium – high quality brand values of the Baxters brand. These events provide the ideal venue and consumer audience to showcase our amazing products and engage with visitors that truly appreciate the value of superior quality produce.”

Chief Executive of British Eventing, David Holmes, said; “We are delighted to welcome Baxters to both the sport and to two of the most important events on the eventing calendar in Great Britain. We hope Baxters enjoy coming on board to explore this brand new market to them.”
Commenting on the announcement, Marc Hope, Director of Rights Marketing at The Sports Consultancy added: “We are delighted to have negotiated the Baxters partnership with British Eventing and are confident that their involvement with British Eventing and activation at both Burghley and Badminton will deliver an excellent return. With interest in equestrian sport at an all-time high on the back of a successful Olympic Games and as one of the few sports in which men and women compete on equal terms, in an environment that shows the upmost respect to both horse and the environment, we believe there is a significant opportunity for brands to benefit.”

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