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ACROSS THE INDUSTRY 

05/15/09

ALLTECH ANNOUNCES G.A.M.E.S. TEAM

 Alltech has strengthened its commitment to the Alltech FEI World Equestrian Games 2010 with a full-time coordination team focusing on the Games and Alltech’s corresponding initiatives such as the Alltech FEI European Championships 2009, the Alltech Fortnight Festival, the Alltech Experience Pavilion and International Village at the Games, the Alltech Advantage Series product line designed specifically for horses, and Equine International, a bimonthly magazine.

The Games Administration Management Equestrian Systems group is also concentrating on Alltech’s Animal Health and Nutrition Partnership Program. Alltech has 50 global animal health and nutrition partners at present with a goal of 100 partners serving to multiply the message of the Alltech FEI World Equestrian Games and the Alltech FEI European Championships around the world.

“As we move into the 500-day stretch to the Alltech FEI World Equestrian Games, the global excitement for these Games has become even greater than any of us anticipated,” said Dr. Pearse Lyons, president and founder of Alltech. “This team, composed of some of our most talented and dedicated employees, is focused entirely on the Alltech FEI World Equestrian Games and the activation and integration of Alltech’s marketing strategy. Now is the time to accelerate our efforts to spread the message of the Alltech FEI World Equestrian Games and thereby elevate the Alltech brand.”

The G.A.M.E.S. department includes the following staff members: Kelly Rice Welker, director of G.A.M.E.S.; Thomas Stephens, Alltech Fortnight Festival director and corporate counsel; Nara van der Westhuyzen, marketing and partner development; Susanna Elliott, public relations; Jonathan Lang, project development; Mandy Daugherty, Alltech Fortnight Festival coordinator; Matt Mathis, Alltech Fortnight Festival marketing ; Barret Harvey, artist and entertainment coordinator for the Alltech Fortnight Festival ; Darlene Ricker, executive editor of Equine Publications; and Tisha Surrett, executive assistant.

“We are thrilled to have the opportunity to play a role in making the Alltech FEI World Equestrian Games and the Alltech FEI European Championships 2009 the very best Games yet,” said Kelly Welker, director of Alltech’s G.A.M.E.S. group. “As we work to turn exciting and innovative ideas into reality, we are fully dedicated to maximizing Alltech’s sponsorship.”

The Alltech FEI World Equestrian Games, to be held in Lexington, Ky., from Sept. 25 – Oct. 10, 2010, are the world championships of the eight equestrian disciplines recognized by the Fédération Equestre Internationale. Held outside of Europe for the first time, the 16-day competition involving 600 riding competitors and 700 horses from more than 60 countries is expected to be attended as many as 600,000 spectators and viewed on television by an international audience exceeding 460 million. For more information, visit alltechfeigames.com

The Alltech FEI European Championships will be held at Windsor Castle in the United Kingdom from Aug. 25 - 30, 2009. Alltech will also sponsor the Alltech Royal Windsor Grand Prix to take place during the Royal Windsor Horse Show held May 13-17, 2009, and the Alltech Olympia Grand Prix held during Olympia, The London International Horse Show 2009.

The Alltech Fortnight Festival began in July 2008 as a statewide, entertainment-centered countdown to the Alltech FEI World Equestrian Games. Since its inception, the Alltech Fortnight Festival has traveled to nine Kentucky cities and produced 24 entertainment events of various genres in 12 different venues covering all regions of the Commonwealth. It will culminate in a “fortnight” of live music held throughout the Alltech FEI World Equestrian Games 2010.  For more information, please visit alltechfortnightfestival.com.