Mercedes-Benz pulls plug on sponsorship

Mercedes-Benz, title sponsor of dressage’s premier UK fixture, the national championships, has pulled out after four years. The firm has also ended its involvement with the Petplan Blenheim Horse Trials, where it had been official vehicle supplier for six years.

“This is a realignment of activities,” said a spokesman for Mercedes-Benz. “But we haven’t ruled anything out for the future.”

At the dressage nationals, Mercedes-Benz sponsored the national champion’s prize of a car for the year, provided the VIP rig and judges’ cars and also sponsored the grand prix freestyle class.

“I’ll be looking for another sponsor who will provide a good fit,” said Maggie Jackman, BD’s sponsorship manager.

Andrea Worrall, managing director of marketing company GPC, which handled the relationships for Mercedes-Benz, said: “Nothing lasts forever, but both sponsorships have spoken volumes for how well equestrian sport can work with major non-equestrian brands.”

This news story was first published in Horse & Hound (10 March, ’05)

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