Equine Advertising/ Sponsorship: a look at Pepsi and TWH

Did you know that Facebook's number one revenue source is from advertising?  Companies spend millions of dollars to imprint, create, and retain a perception of their particular brand in the eyes and minds of the consuming public.
Advertising is therefore an important aspect of equine events, and can be a valuable source of financial income for the organizations planning and running the events.

One story that has been in the news lately is the video of a top Tennessee Walking Horse (TWH) trainer abusing and watching his grooms abuse a show horse by hitting it with wooden sticks and zapping it with a cattle prod to attain the desirable high-stepping gait.  Absolutely horrid; I can't even bring myself to watch the full video or embed it here.
In response, Pepsi drops its sponsorship/ advertising at the TWH Championships/ Celebration (read the article here.  Warning: also includes the video); that loss of financial income will likely be of great financial detriment to the show.

Photo Source: Tennessee Walking Horse Breeders' and Exhibitors' Association

Equine Sponsorship Contracts
Corporate Sponsorship of an event is a means for a company to enhance its local and national (and perhaps global) recognition, enhance goodwill, and showcase products.
A sponsor will enter into contract with the event to establish the sponsorship rights, such as how much the sponsor must pay, a license for the event to use the sponsor's trademark, and-- important to the TWH/ Pepsi agreement-- a termination clause.
If you are an equine sponsor it is important to consider a termination clause that provides the grounds for your right to terminate the contract, or for liquidated damages (definition here) in the event of termination.


On one hand, Pepsi should be applauded for taking a strong stance against animal abuse.
On the other hand, should Pepsi be punishing all the competitors for the acts of the few?