American Marketer


Land Rover sponsors feature event at Central Park Horse Show

September 18, 2014

Land Rover sponsors NYC team at Central Park Horse Show Land Rover sponsors NYC team at Central Park Horse Show


Land Rover North America is sponsoring the New York team in the featured event at the Central Park Horse Show presented by Rolex.

“NYC vs. The World” is a pro-am speed challenge that will pit teams of riders against one another for the fastest time on a speed course covered in faults. Land Rover’s sponsorship will align the automaker with the event’s sponsor, Rolex, and will likely encourage fans from the event to interact with its models.

“Land Rover has a long standing connection with the equestrian community; it is truly deep-rooted, going back more than two decades,” said Kim McCullough, brand vice president at Land Rover North America, Mahwah, NJ. “We've also been the official vehicle sponsor of the United States Equestrian Federation (USEF) since 2010.

“Equestrians have a multitude of uses for their vehicle and by nature are outdoor oriented and adventurous,” she said. “All of these factors make our vehicles a perfect fit with their lifestyle. Equestrians require the rugged durability of a Land Rover, but also enjoy the refinement of today’s vehicle line-up.”

Home team advantage

On Friday, Sept. 19, the featured event, NYC vs. The World will be presented by Donald Trump. The Central Park Horse Show will run Sept. 18-21 at Trump Rink in the park.

The event will have one rider from each team compete individually for the best time. A rider from the other team will follow and whomever has the best time will score a point for their team.


Show will be on NBC Sports

In the end, the team with the most points will win the title. The top eight individuals from either team will share $50,000 in prize money.

The New York team will be sponsored by Land Rover. The captain will be former Mayor Bloomberg's daughter, Georgina Bloomberg.

Kent Farrington, a top United States rider and sponsored by Suncast Corporation, will lead the other team.

At the show, Land Rover will be alongside Rolex, to build awareness for their brands.

Land Rover horse show

Land Rover at the show

“Land Rover has sponsored the Rolex Kentucky Three-Day Event in Lexington, KY, for the last five years,” Ms. McCullough said. “We are the presenting sponsor of the three-day competition and the NBC telecast of the event.

“Both Land Rover and Rolex are storied brands with a heritage in equestrian sport," she said. "Both brands are known for their attention to detail, excellence in manufacturing and have supported exploration across the globe. It’s these shared DNA traits that allow the brands to sit side by side in good company.”

Land Rover will have the 2014 Range Rover model on display at the show and guests will be encouraged to interact with the all-aluminum SUV.

Adventurous spirit
Land Rover has been presenting itself alongside events and individuals that complement its adventurous spirit.

For instance, Land Rover elected adventurer Bear Grylls as a global brand ambassador to bring attention to the New Discovery Sport.

The brand chose Mr. Grylls as an ambassador because he embodies the “Above and Beyond” spirit that the brand’s vehicles try to represent. With Mr. Grylls, Land Rover will likely gain the attention of similar adventurers, who may not already be consumers, and look for a vehicle to match their expeditions (see story).

Also, Jaguar Land Rover is drumming up excitement for its recently released Discovery Sport model by giving fans a chance to head into outer space with friends through its partnership with spaceflight company Virgin Galactic.

The Galactic Discovery contest calls for consumers to send in videos through October that demonstrate a spirit of adventure. One winner will get sent with three friends up into space (see story).

Showing the “Above and Beyond” spirit of Jaguar Land Rover can lead the brand all over the world, but sometimes hosting an event that highlights one specific location can be beneficial.

“The New York/Tri-State area is the biggest Range Rover market in the world and a very important market for the brand overall,” Ms. McCullough said.

“Being able to be a part of such an incredible event in the middle of this influential market and to be the sponsor of the home team was something we could not pass up,” she said.

Final Take
Nancy Buckley, editorial assistant on Luxury Daily