Land Rover at 2013 Rolex Kentucky Three Day Event
Land Rover is furthering its strong relationship with the world of equestrian sports April 24-27 through an expanded partnership at the 2014 Rolex Kentucky Three Day Event in Lexington, KY.
The automaker will host the Land Rover Tailgate event and renew the "Land Rover Best Ride of the Day" eventing triathlon, in which riders compete in dressage, cross country and show jumping, to vie for a 24-month lease of a 2015 Range Rover Evoque. Brand relationships often take many years to cultivate, and Land Rover's extensive commitment to Equestrian sports has certainly melded with the brand's image.
"Land Rover's partnership with the USEF and the Rolex Kentucky event has positively influenced the equestrian community and we see a growing affinity for the brand within the eventing discipline," said Kim McCullough, brand vice president at Land Rover North America, Mahwah, NJ.
"Providing support to equestrian pursuits and eventing specifically allows us to showcase the Land Rover model line-up in an authentic outdoor setting," she said.
"The sport of eventing and the competition itself, based on its nature and set up, offers a unique setting to demonstrate our vehicle benefits in an authentic off-road location."
Over the hedge
Throughout the events, riders will compete for $250,000 in prize money and participate in the $350,000 Rolex Grand Slam of eventing. Riders from the United States, Canada, Britain, New Zealand, France, Ireland and Australia will be competing.
Land Rover's best ride of the day prize awards the U.S. rider who gets the best time on the cross country course with no jumping penalties.
The full schedule of the events can be viewed here. NBC will be broadcasting the Rolex Equestrian Championship with the support of Land Rover.
The Rolex Kentucky event presents a holistic experience in ways. The primary attraction tends to draw luxury consumers. Overall, 60,000 - 100,000 people are expected to attend, which means that Land Rover will have the chance to impact aspirational consumers as well.
Land Rover's tailgating opportunity lets attendees hang out in the parking lot April 26 to barbecue and watch the events on the edge of the course.
The three-day format means that attendees will spend a lot of time away from the competitions, exploring the city and booking rooms in local hotels and resorts.
For this reason, a trade fair has been established where guests can browse around 200 booths that hold designer clothing, artwork, gifts, sport clothing, horse-related items, event souvenirs and other merchandise.
From Rolex Kentucky Three Day Event
Land Rover's commitment to the sport is varied. The brand is the title sponsor of the Land Rover United States Eventing Team and the Land Rover Competition and Training Grant Program for Eventing Riders and is a major supporter of the United States Equestrian Federation.
Land Rover has also supported eventing in Britain for more than 30 years and will be the title sponsor. Land Rover has been a supporter of the eventing world in the UK for over 30 years, and has signed as title sponsor of the Land Rover Burghley Horse Trails through Sept 2017.
Open the fence
Luxury brands from all categories stake partnerships with equestrian events and players.
For instance, Leather goods maker Hermès touted its connection to equestrian sports with a three-day show jumping event held at Paris’ Grand Palais March.
The Saut Hermès is a top level competition given its status by the Fédération Équestre Internationale, or FEI. The FEI partners with other luxury brands through sponsorships to build awareness for the world of equestrian sports, while the partnering brand benefits from being able to reach its target consumer at events frequented by both affluent and aspirational individuals (see story).
Land Rover also endorses specific athletes.
For example, Land Rover honored equestrian show jumping champion Ben Maher and dressage champion Laura Tomlinson with videos that illustrate how both brand ambassadors train for and achieve success. The videos give fans a glimpse into each rider’s training regimens, aspirations and insights from trainers and support teams (see story).
Although the brand's radar is likely perceptive to new partnerships, Land Rover plans to enrich its current engagements for the time being.
"We are developing and growing the 'Land Rover Tailgate' and will continue to be the presenting sponsor of the NBC telecast of the Rolex Equestrian Championships presented by Land Rover," said Ms. McCullough.
Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York