Jump from B2B to B2C with event sponsorship
Aidan Connolly Alltech Inc
Kate Phillips-Connolly Trinity College Dublin
Sponsorship of the World Equestrian Games brought Alltech to a large new consumer audience
Alltech, a B2B agribusiness, used its sponsorship of the World Equestrian Games to target consumers and achieved an ROI of 409%
INTRODUCTION
Alltech is a B2B agribusiness, whose clients are typically one or two levels removed from the final consumer. In 2006, it took the unprecedented step of sponsoring an international sporting event – the World Equestrian Games (WEG), the biggest spectator event in the US since...