Jump from B2B to B2C with event sponsorship

Alltech is a B2B agribusiness with customers that are typically one or even two levels removed from the final consumer.

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...

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