FRENCH BANK Crédit Agricole Normandie has signed as the Official Banking and Insurance Partner of the Alltech FEI World Equestrian Games 2014 in Normandy.
Sale of sponsorships into the FEI’s leading global property are conducted by the WEG Organising Committee, which pays a license fee to the FEI for the commercial rights, and keeps the income raised.
From 2015 onwards, however, the FEI will retain the commercial rights to the WEG as the key plank in its new top-tier Top Partner programme,
Top Partner brands will access rights to WEG as well as title sponsorships of annual series and championships.
Following its first and most important deal in the new top tier with watchmaker Longines in January, the FEI aims to add at least five more Top Partner sponsors.
Banking is likely to be one of the sectors targeted by the FEI for Top Partner status. HSBC recently announced that it would not renew title sponsorship of the HSBC FEI Classic eventing series after this season because of changes in its global business strategy.
The sponsorship of WEG 2014 by Crédit Agricole Normandie is regionally focused. Crédit Agricole Normandie is a leading financial partner of the Lower Normandy economy.
Some 2,000 staff members provide services to 50 per cent of the Lower Normandy population, two out of five businesses, two out of five local professionals and eight out of 10 farmers.
By Matthew Glendinning
Follow Matthew on Twitter: mattglen