Attracting the principal sponsorship of internationally-recognised brand Land Rover is already opening doors across the world for the Horse of the Year Show, with the British company already establishing a link with the Burghley Horse Trials in England.
Just a month after announcing Land Rover as the event's principal sponsor this year HoY sponsorship manager Lauren Watson said the car maker's involvement had already paid off well before the event opens its doors to the public.
"Land Rover has been associated for a long time with Horse of the Year and they have been a fantastic supporter of equestrian, I guess internationally.
"We started having a conversations with Land Rover a little while back and basically trying to keep them updated on the new direction of HoY - being a little bit more premium and a little bit more international, and that we are adding a few more colourful events and they really loved our ideas and really got what we wanted to do.
"They were very keen to step-up which we were very excited about."