But contemporary marketing also means developing new cross-breed pathways, a trend which is now bringing horses and cars together: Land Rover announced that it will be the official sponsor of the United States Equestrian Federation (USEF) in 2010.
The automaker will provide vehicle support for the USEF, with its vehicles parading alongside the noble animals. The partnership also includes collaborating with other famous companies: Land Rover will be the Official Vehicle of the 2010 Rolex Kentucky Three-Day Event presented by Bridgestone and NBC telecast.
"As we looked to the sports in which our owners participate, and the most appropriate events in which to showcase our vehicles, entering into a relationship with the United States Equestrian Federation made perfect sense," said Finbar McFall, Vice President, Marketing, Land Rover North America. "The sport of eventing requires a skill level combining elegance, power, control and capability; all the traits in fact which are represented in the interior refinements and performance characteristics of a Land Rover."
The automotive producer will offer special ride-and-drive programs at various events, allowing attenders to sit behind the wheel of its full 2010 vehicle range. In addition to that, Land Rover will offer custom driving trainings, showing guests the secrets of off-road driving on special off-road courses.
We salute this initiative, as it shows that our motto, "nihil sine machinae", is also true for equestrianism.
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