Alltech, Rolex get naming rights at Kentucky Horse Park

A $40 million indoor arena and a $25 million outdoor stadium at the Kentucky Horse Park — built for the Alltech FEI World Equestrian Games — will soon have new names.

John Nicholson, director of the Horse Park, confirmed Wednesday that naming-rights agreements are nearly ready for Alltech Arena and Rolex Stadium.

The sign for Alltech Arena is already in place at the indoor arena.

The naming rights for Alltech Arena will be $2 million over 10 years. Rolex will pay $1.4 million over 10 years.

The agreements make perfect sense, Nicholson said, given the park's relationships with the Nicholasville-based feed supplement company and the luxury watch brand.

"Alltech has made possible the greatest event in the park's history," Nicholson said. "And Rolex has allowed the Kentucky Horse Park to be on an international stage with our 30-year relationship."

Alltech has surged into branding equine events, taking part in the Windsor Horse Show in England and becoming the title sponsor for the 2014 World Equestrian Games in Normandy, France.

The cost of the title sponsorship for the Kentucky Games was $10 million; Alltech President Pearse Lyons estimates that he has spent $32 million on the Games. That does not include the $2 million for naming rights.

Rolex already is associated with equestrian sport, lending its sponsorship to numerous events around the world, and it's the title sponsor of the Rolex Kentucky Three-Day Event, which allowed the Horse Park to host the first four-star, three-day event in the United States.

Nicholson said both companies would formally announce the agreements at a later date.

This story was originally published September 23, 2010 at 12:00 AM with the headline "Alltech, Rolex get naming rights at Kentucky Horse Park."