Leading food manufacturer Baxters Food Group Limited has signed a major new sponsorship deal with British Eventing, Land Rover Burghley Horse Trials and the Mitsubishi Motors Horse Trials.
The sponsorship deal will increase awareness of the Baxters’ brand amongst equestrian and countryside audiences and will include a strong ‘on 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 last week at Land Rover Burghley Horse Trials in Lincolnshire, 1st – 4th September 2016, 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 world famous Mitsubishi Motors Badminton Horse Trials in 2017.
Commenting on the announcement, Marc Hope, Director of Rights Marketing at The Sports Consultancy added: “We are delighted to have negotiated Baxters’ partnership with British Eventing and are confident that their involvement with British Eventing and activation at the Burghley and Badminton Horse Trials 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.”
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.”
Elizabeth Inman, Event Director at Land Rover Burghley Horse Trials added: “Baxters presence at the 2016 Land Rover Burghley Horse Trials was a fantastic addition to our event. As a company Baxters shares many similar values to Land Rover Burghley including tradition combined with innovation and a commitment to quality. We look forward to working together again in 2017.”
