SEPTEMBER 11-14, 2008
Last month our Italian dealer Tecnodomes, in collaboration with Tecnotek, set up two event domes at the Global Champions Tour in Arezzo, Italy. The 16 ft. (5M) and 20 ft. (6M) domes were used by Mercedes-Benz who was the title sponsor of this equestrian event. The domes were erected beside a course used to test drive Mercedes vehicles.
The smaller structure was used for kids’ activites while the larger one served as an information center. Both domes were designed with two doors each so that visitors could enter from one side and be able to view the course through the opening in the other side.
The Global Champions Tour is a high status equestrian competition that takes show jumping to a new level. Thirty of the best riders in the world compete in a combination of eight events for a prize worth 5.5 million euros. The championship, which receives international media exposure, travels to some of the biggest venues in the sport, located on three different continents.
Mercedes-Benz chose to sponsor The Global Champions Tour because of its international prestige. As part of its marketing strategy, the company focuses on having a presence at sporting events that interest its customers. The Mercedes brand is synonymous with elegance and style, two characteristics that seem to describe equestrian show jumping. Their sponsorship is a way to interact with the public in a no-sell environment and the domes, which capture attention everywhere they go, surely helped to draw people in.
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