Falsterbo Horse Show to become fifth Exquis World Dressage Masters Competition
Falsterbo Horse Show is very proud to announce that we have become the fifth Exquis World Dressage Masters Competition and to present our new sponsor Axel Johnson AB group that made it possible.
Falsterbo Horse Show to become fifth Exquis World Dressage Masters Competition
Axel Johnson AB group named presenting sponsor of World Dressage Masters Falsterbo
MUNICH, Germany, May 15—During a special news conference held at the Exquis World Dressage Masters (WDM) in Munich, WDM announced that the world renowned Falsterbo Horse Show will become the fifth event to join the lineup of the world’s richest dressage circuit.
This fantastic step has been made possible by Swedish company Axel Johnson AB group who will be presenting sponsor of the Exquis World Dressage Masters in Falsterbo. The Falsterbo Horse Show is scheduled from 8-11 July, 2010 and will have a CDI5* status offering €100.000 (US$124,000) prize money.
Chairman of the family-owned Axel Johnson AB group, Mrs. Antonia Ax:son Johnson addressed the news conference in Munich in a video message. In a reaction she said: “As a passionate believer in dressage as a sport I support the ideas and vision of WDM. And as a business woman I look forward to finding good opportunities to tie the partnerships into the business of the Axel Johnson Group.”
Show director Mr. Jana Wannius is thrilled with the news: “The fact that WDM has chosen the Falsterbo Horse Show as the fifth venue is a big compliment to our show and Swedish dressage. We have seen an ever growing crowd of dressage fans visiting our show in recent years. I am convinced that the arrival of WDM will have a very positive effect on the future of our show.”
Mr. Anthony M. Kies, CEO of the World Dressage Masters, could not be more happy. “WDM has an eye open for upcoming dressage hot spots in the world. Falsterbo, Sweden is definitely one of them. We have heard great stories about the show, the organization and the fantastic fans, which really complement WDM. I welcome our new partner Axel Johnson AB group, a very successful global group of companies with a great ‘family’ history, without which it wouldn’t have been possible to make this happen.”
About Axel Johson AB group
Axel Johnson AB is a family company now in the fourth and fifth generations that builds, transforms and develops businesses within trade and services in the European market, with a focus on the Nordic region. Group companies today comprise Axel Johnson International, Novax, Servera, Svensk BevakningsTjänst, the Åhlens Group and the partly owned listed companies Axfood and Mekonomen. The wholly and partly owned companies in the Axel Johnson AB group have total annual sales in excess of SEK 56 billion (€5.6 billion Euro, US$7 billion) and approximately 17,000 employees.
Axel Johnson AB is one of three independent groups in the Axel Johnson Group together with the property company AxFast and the U.S. company Axel Johnson Inc. The Group also has stakes in Nordstjernan. The Axel Johnson Group is owned by Antonia Ax:son Johnson and her family.
About WDM
The World Dressage Masters is a sports and marketing initiative of equestrian innovator Exquis and international sports marketing agency SportBizz
WDM utilizes marketing strategies and innovation to enhance the sport of dressage worldwide.
WDM is sponsored by Exquis, Moorland Stables and Moorland Investments, Nürnberger Versicherungsgruppe, Jerich International and Axel Johnson AB group .
Schedule of WDM events in 2010:
Palm Beach, Florida – Feb. 4-6
Munich, Germany – May 13-15
Cannes, France – June 10-13
Falsterbo, Sweden – July 8-11
Hickstead, England – July 29-Aug. 1
Total prize money in 2010: €525.000 (US$649,000)
