Alltech, the biotechnology company which specialises in researching, developing and manufacturing natural ingredients for use in animal, alcohol and food production, claims to have paid US$10 million to secure the title sponsorship of the 2010 World Equestrian Games as well as US$1 million to make its Kentucky Ale the official beer of the competition, which will be known as the Alltech FEI World Equestrian Games.

Industry insiders have declared themselves astonished at the apparent size of the deal, especially given the current global economy. One told SportsPro that the total sponsorship was actually worth, "a maximum of US$2 million."

Kentucky Ale is made by Alltech's Lexington Brewing Company, based in Lexington, Kentucky, where the two-week competition will be held. Eight world championships will be up for grabs, in dressage, driving, endurance, eventing, jumping, para dressage, reining and vaulting.

Alltech founder and president Dr Pearse Lyons said the competition is, "about seeing Kentucky, it's about experiencing Kentucky and now it is about tasting Kentucky, and that's what our beer is all about." Lyons added that the commitment will lead to a "very significant" expansion of the Lexington Brewing Company. The sponsorship comes as the company aims to increase its overseas exposure. It recently began exporting Kentucky Ale to Japan.