News Story

Friday, September 23, 2016 • 9:25 am

Global food brand launches tripartite sponsorship deal to support UK eventing

Baxters Food Group, the leading supplier of high quality foods globally, family owned since 1868 and Royal Warrant Holders to the Queen, has signed a unique new sponsorship deal and are delighted to partner with British Eventing, Land Rover Burghley Horse Trials and the Mitsubishi Motors Badminton Horse Trials.

The sponsorship deal will increase awareness of the Baxters brand amongst equestrian and countryside audiences and will include a strong ‘on event’ presence at the UK’s two elite 4* competitions that together boast a joint footfall of well over 300,000 visitors annually.

Sponsorship activation began at Land Rover Burghley Horse Trials in Lincolnshire, 1st – 4th September 2016, where Baxters hosted a trade stand for product sampling and sales alongside on event branding in the main arena.

The historic food manufacturing business, which remains in family ownership and is renowned for its soups, preserves, condiments, beetroot and chutneys, will also have a presence at the world famous Mitsubishi Motors Badminton Horse Trials in 2017.

Baxters Food Group Commercial Director, Jaspal Chada said; “These two events and world-wide recognised brands are perfectly aligned to the premium – high quality brand values of the Baxters brand. These events provide the ideal venue and consumer audience to showcase our amazing products and engage with visitors that truly appreciate the value of superior quality produce.”

Chief Executive of British Eventing, David Holmes, said; “We are delighted to welcome Baxters to both the sport and to two of the most important events on the eventing calendar in Great Britain. We hope Baxters enjoy coming on board to explore this brand new market to them.”

Commenting on the announcement, Marc Hope, Director of Rights Marketing at The Sports Consultancy added: “We are delighted to have negotiated the Baxters partnership with British Eventing and are confident that their involvement with British Eventing and activation at both Burghley and Badminton will deliver an excellent return.

“With interest in equestrian sport at an all-time high on the back of a successful Olympic Games and as one of the few sports in which men and women compete on equal terms, in an environment that shows the upmost respect to both horse and the environment, we believe there is a significant opportunity for brands to benefit.”

More information on the Baxters Food Group Ltd can be found on their website HERE.

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Usage free photos of Baxters at the Land Rover Burghley Horse Trials are available upon request.

The Land Rover Burghley Horse Trials took place from 1st – 4th September 2016, visit for more information.  The 2017 Land Rover Burghley event is scheduled for 31 August – 3 September next year.

The Mitsubishi Motors Badminton Horse Trials takes place from the 3rd to 7th May 2017 (Gloucestershire), more information can be found on

About British Eventing

British Eventing are the national governing body for the sport in Great Britain. Eventing is a unique combination of all the disciplines of dressage, cross country over fixed fences and show jumping in one exciting activity. It’s a sport that engages all ages and has equal opportunities to compete. We regulate as well as schedule more than 190 events throughout Britain that cater for nearly 94,000 entries per season (Mar-Oct). British Eventing has over 15,000 members and provides access to cater for riders from grassroots to those performing at international level. Britain’s senior squad took team silver at both the London 2012 Olympic Games and Normandy 2014 World Equestrian Games and the recent European Championships at Blair Castle.

To deliver the sport on a national basis to the highest standard, we train hundreds of volunteers, officials, riders and technical support teams. The result is that we have successful European medal winning teams at Pony, Junior, Young Rider and Senior level.

British Eventing also launched a Training and Education arm of the business in 2012 as well as developing a Charitable Foundation in 2014. To find out more visit

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