Mercedes-Benz and the CHIO Aachen continue their partnership
The brand with the star has cooperated with the Soers since 1954, which means the CHIO Aachen has been the longest running sponsoring activity of the Mercedes-Benz AG. The traditional and trustful cooperation has been renewed again.
Thursday evening. 40.000 euphoric spectators in the stands. First-class equestrian sport on the Holy Grass at the Aachen Soers. When the floodlights are switched on in the Main Stadium for the Mercedes-Benz Nations’ Cup that is endowed with 1,000,000 Euros in prize-money, it is the most exciting and best evening of the year for many athletes and spectators – and that has been the case for almost 70 years. 1954 was the first year that the premium car brand took on the role as the official General Sponsor of the CHIO Aachen. That was the beginning of a unique partnership with Germany’s biggest sporting event. “A long tradition, a continuous striving for innovation and perfection are the common values that Mercedes-Benz and the CHIO Aachen share,” commented Michael Mronz, General Manager of the Aachener Reitturnier GmbH. “In 2024, we are celebrating 100 years of equestrian shows at the Soers. Over this long period of time, resting on the pillar of modern values, the CHIO Aachen and its infrastructure have constantly further developed. These developments also include the construction of the floodlight system for the World Equestrian Games in 2006, which has lent the Mercedes-Benz Nations’ Cup a worldwide unique atmosphere ever since and which has led to the class being broadcast live on German television at prime time.”
Representing the automobile group Jörg Heinermann is delighted at the continued cooperation with the World Equestrian Festival: “This partnership is something very special for our company. Our long-standing commitment underlines how well Mercedes-Benz and this top international sporting event complement each other,” the Chairman of the Executive Board of Mercedes-Benz Cars Sales Germany, stated.
Mercedes-Benz is namely not only a partner of the Mercedes-Benz Nations’ Cup, it also lends its name to the Mercedes-Benz Grand Stand in the Main Stadium. Beyond this, the automobile group presents the luxurious appearance of the brand with its entire product portfolio in an exclusive 1400 square metre exhibition area in the CHIO Village. And Mercedes-Benz is also responsible for the exclusive shuttle service provided for Germany’s largest sports event. Whereas a Mercedes-Benz 170 SA cabriolet was the most elegant and modern car one could drive in the 1950s, a fleet of vehicles with over 60 hybrid or completely electric vehicles guarantees the high-class shuttle service for the athletes and guests today. So, one thing is for sure: The winner of the Mercedes-Benz Nations’ Cup 2023 will be chauffeured around the showgrounds by the brand with the star again this year. We will find out exactly who that is going to be on the evening of June 29th, 2023. In front of a crowd of 40.000 spectators in the Main Stadium in Aachen.
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