The FEI has changed its mind about the recent renaming of the 2010 World Equestrian Games. Rather than being called the FEI Games, the event will now be known as the Alltech FEI World Equestrian Games.
Earlier this year the FEI decided to change the name of the FEI World Equestrian Games to the FEI Games. The new brand, according to the FEI, would “clarify the ownership of the competition and to enhance its marketability by creating a clear and strong identification.”
But a strongly negative reaction from the equestrian world forced the FEI to revert to the original name. “There were a lot of complaints,” said an FEI spokesperson. “People thought it didn’t introduce the ‘world’ and ‘equestrian’ parts of the competition. They thought the name had lost its impact.”
For the first time in the history of the event, there is to be a title sponsor: Alltech, the global animal health company. The official name of the sixth edition will thus be the Alltech FEI World Equestrian Games 2010.