In an effort to adapt to the reality of the modern sporting scene, the International Equestrian Federation (FEI) had taken the decision to change the name of the FEI World Equestrian Games to FEI Games™ in view of the event’s next edition in 2010. The objectives behind the new brand were to clarify the ownership of the competition and to enhance its marketability by creating a clear and strong identification.
A passionate reaction from the whole of the equestrian community ensued. It was strongly felt that the name of the competition would not be complete without the words “world” and “equestrian” and that the very essence of the event would be lost.
The FEI took these comments very seriously and decided to revert to the original name of FEI World Equestrian Games. Consequently, the official name of the sixth edition will be the Alltech FEI World Equestrian Games 2010.
This brand brings together various components, most of which reflect the important new developments and firsts taking place. Alltech is the global animal health company who, for the first time in the history of the event, will be the competition’s title sponsor. The eight stars on the logo symbolize the eight FEI disciplines of jumping, dressage, eventing, driving, endurance, vaulting, reining and para-equestrian; the latter will be part of the Games for the very first time. This element was inspired by the Unicorn star constellation which is composed of eight stars.
The Alltech FEI World Equestrian Games 2010 are set to become one of the most momentous occasions in the history of equestrian sport.