Blenheim Palace International Horse Trials (9-12 September) has bagged itself a new title sponsor and a new logo.

Investment firm Fidelity International has signed a deal with the three-star event. And organiser Mandy Hervieu says the cash injection means better facilities for competitors and visitors this year and beyond.

“Fidelity signed with us for a reason. It wants to introduce its products to our market, so we must wow the company to ensure it stays,” she said.

“The focus, this year, will be very much on making a fabulous sponsorship experience for their guests. But we shall be looking at ways to improve the experience for everyone at Blenheim.”

Plans include improved TV screens and grandstand seating, improved members’ and VIP hospitality and a pub.

There will also be improvements to the cross-country course, better equine facilities and more prize-money — but Ms Hervieu could not give specifics at present.

She added: “We have to see what it is possible for us to achieve in the three months before Blenheim.”

The event has not had a title sponsor since 2005, when Petplan dropped out.

Eventer Lucy Wiegersma, who won Blenheim last year, said she hoped the organisers would install an all-weather arena and she welcomed the increased prize-money.

This article was first published in Horse & Hound (1 July, ’10)