2010 World Equestrian Games, Lexington, Kentucky, United States

Alltech, an animal health and nutrition company located in Nicholasville, Kentucky (about 15 minutes from downtown Lexington and 30 minutes from the Horse Park), was the title sponsor of the 2010 Games. The sponsorship was valued at $10 million. However, Alltech's total support went far beyond the name sponsorship package. The company had nearly 60 employees involved with the promotion of the Games—more than the size of the official FEI World Games staff. When the organizing committee for the Games announced a budget cutback due to lower-than-expected ticket sales, Alltech stepped up its financial support. Company founder and president Pearse Lyons also brought in University of Kentucky basketball head coach John Calipari to promote a special luxury ticket package. In all, the company's support for the Games is now estimated to have been $32 million, and the company is now expected to sponsor the next edition of the Games to be held in the French region of Normandy in 2014.