Subaru drives into the equestrian arena

All-wheel drive passenger car specialist – Subaru – is a new Principal Brand Partner at Horse & Country TV and the new title sponsor of The Subaru Houghton International.

The H&CTV agreement will establish Subaru (UK) Limited as the exclusive vehicle sponsor of the channel, dedicated to equestrianism and the country way of life. This exciting new partnership is another major step forward for Horse & Country TV, now regularly viewed each week by more than 500,000 people.

Long-term Title Sponsorship at The Subaru Houghton International will boost this brand new event for riders, owners and the sport of eventing, as we head towards London 2012. May 2008 sees the event’s second year, and last year William Fox-Pitt, World No. 1, said “Houghton International has an incredibly beautiful setting and is a venue to be cherished – the event has real atmosphere.”

There will be extensive coverage of The Subaru Houghton International on Horse & Country TV as a result of this agreement. H&CTV will create 4 hours of programming on the event, as well as live internet broadcasts and a big screen and CCTV for all four days of the event.

Comments from Subaru:

Subaru (UK) Limited Managing Director, Lawrence Good said: “Working with Horse & Country TV is an innovative new development for us and we are very pleased to join the team of Principal Brand Partners. The profiles of both businesses work extremely well together and this new partnership is very positive for both companies. We are looking forward to continuing to raise Subaru’s profile through this new, fast-paced medium.”

Subaru (UK) Limited Marketing Manager, John Fossey added: “Subaru cars have always had a strong presence within the rural community. Without doubt Horse & Country TV provides high quality programming and information to this same sector. We are delighted that we can support HCTV with this sponsorship.”

“We are delighted to be able to take up the opportunity to be Title Sponsors for the Houghton International, event director Alec Lochore and his team have great plans for the event at this magnificent venue. As such we see this very much as a long-term commitment and one which will raise both the profile of the Subaru Houghton International and the Subaru brand within the equestrian and rural communities. Of course it ties in perfectly with our principal brand sponsorship of Horse and Country TV to give Subaru a fully integrated approach to a key target market. With our product offensive this year including a fantastic boxer diesel engine and a new Forester this is an essential element in our overall marketing strategy of relying less on traditional media to reach our audience.

He added: “The innovative format of HCTV, with both digital and broadband content, provides a new and dynamic platform for us to increase awareness of our brand to a closely-targeted audience. The sponsorship deal fits well with our strategy of reduced reliance on traditional areas of marketing and a move to an integrated strategy of related sponsorships and online activity.”

Comments from Horse & Country TV:

Sales and Marketing Director for Horse & Country TV, Nick Ludlow said: “We are delighted to have Subaru joining the team as a Principal Brand Partner.

“We are very pleased to have them on board. Subaru’s range of all-wheel drive country vehicles has a great standing in the country and farming sector, with a reputation for reliable and durable vehicles, which fits the profile of Horse & Country TV extremely well. To now have our seventh Principal Brand Partner supporting the channel when it is forging ahead is brilliant news. Our aim at all times is to continue to deliver top quality programmes to a growing audience and Subaru is an ideal partner to help develop the channel further over the next few years.”

Comments relating to Subaru Houghton International:

Alec Lochore, Event Director, said “We are thrilled Subaru have agreed to long-term title sponsorship of the event. With the support of a sympathetic global brand such as Subaru, we can develop the event significantly over the coming years, providing the sport of eventing with an exceptional venue as well as giving our visitors a wonderful family day out in the Norfolk countryside. Extensive coverage on H&CTV will promote the event to a global audience sustaining the increasing interest in equestrianism.”

Mike Etheringon Smith, Sport Director of British Eventing, said, “I am delighted to welcome a brand as strong and recognisable as Subaru to the sport of eventing once again. Houghton International is an exciting new event and I look forward to continued growth and expansion through this partnership.”