Press Release


Ariat and 2010 Games Team Up During “Halfway There” Celebration

SEPTEMBER 25, 2008
LEXINGTON ,KY-The 2010 Alltech FEI World Equestrian Games is proud to announce Ariat International, Inc. as the “Official Apparel and Footwear Sponsor” of their inaugural U.S. event.
The announcement was made during the “Halfway There” celebration marking exactly two years until the Games begin. Ariat-sponsored Olympic equestrian athlete Beezie Madden was on hand to note the partnership and its significance as the Games are being held in the United States for the first time.
“I’m thrilled that Ariat is supporting what will be the biggest equestrian event ever to take place on U.S. soil,” said Olympic equestrian athlete Beezie Madden. “Ariat’s partnership with the 2010 Alltech FEI World Equestrian Games represents a meaningful collaboration between two organizations committed to both the advancement of equestrian sports and the excellence of its athletes.”
“Following on the heels of great success for U.S. riders at the 2008 Olympics, we are starting to see real momentum building on a national level for equestrian sports,” said Beth Cross, president and CEO of Ariat International, Inc. “We are excited to be partnering with such a prestigious event, and are proud to outfit its valued volunteers and officials.”
As part of the agreement, Ariat will be the title sponsor of the 2010 Games Volunteer Program and will provide apparel to the Games’ 8,000 volunteers and other officials.
“We are very excited to announce Ariat as a major sponsor of the 2010 Games because part of our goal is to partner with top name brand sponsors,” stated Terry Johnson, vice president of sales for the Foundation. “Ariat’s dedication to horse sport and their reputation for performance footwear and apparel inside and outside of the equine industry makes them a perfect fit.”
Ariat International’s sponsorship announcement caps off a week of achievements and activities for the 2010 Games, including the release of the 16-day competition schedule, the ticket on-sale date, and Blue Grass Airport’s sponsorship.
“Ariat and the 2010 Games are going to be a great team, and this is a perfect high note to end this week’s ‘Halfway There’ celebration,” said John Long, board chairman of the Foundation.
About Ariat International, Inc.
Ariat International, Inc. is a leading manufacturer of innovative performance equestrian footwear, apparel, handbags and belts. Featuring a patented technology designed to deliver stability, durability and comfort, Ariat pioneered the application of advanced athletic shoe technology into English riding boots and authentic Western boots. Ariat products are sold in a network of retail outlets throughout the world. For more information about Ariat products or for the Ariat retailer nearest you, contact Ariat at 800.899.8141 or visit

About the 2010 Alltech FEI World Equestrian Games
The Alltech FEI World Equestrian Games, to be held at the Kentucky Horse Park September 25-October 10, 2010, are the world championships of the eight equestrian disciplines recognized by the Fédération Equestre Internationale (FEI), and are held every four years. The Games have never before been held outside of Europe; nor have all eight disciplines competed at a single site-both firsts that will be achieved at the Kentucky Horse Park.

The Games will be broadcast on NBC Sports, which has marked the largest commitment to network coverage of equestrian sport in U.S. television history. The 2010 Games are expected to have a statewide economic impact of $150 million, and current sponsors include Rolex and an unprecedented $10 million title sponsor, Alltech. For more information on the 2010 Alltech FEI World Equestrian Games visit

Media Contacts:
Amy Walker, WEG
Office 859-255-2010 ext. 235

Jennifer Hellickson, Ariat
Office 510-477-6966