Cartier UK has ended its 27-year association with one of the world’s biggest one-day polo events to focus its sponsorship efforts on the Queen’s Cup.
The international jeweller will sponsor the annual event at Guards Polo Club in Windsor, which this year takes place on Saturday 12th June, starting from next year through to 2014.
In a change of emphasis for Cartier, the company’s sponsorship of this year’s Hurlingham Polo Association (HPA) International Day, taking place on Sunday 24th July at Guards, will be their last after 27 years of sponsorship.
Arnaud Bamberger, executive chairman of Cartier UK, said: “We felt it was time to change the formula to one that is more tournament-focused.”
According to Horse & Hound magazine, Cartier is unhappy at losing its exclusivity over sponsorship for International Day, having to share it with brands such as Audi. In contrast, Cartier will be sole sponsors of the Queen’s Cup tournament, which sees the British monarch presenting the trophies on finals day.
Colonel Paul Belcher, chairman of Guards Polo Club, said: “We are delighted Cartier UK will continue its association with the club. The HPA’s International Day will remain at Guards and continue to be one of the most prominent fixtures in the English polo calendar.”
Cartier will take over sponsorship of the Queen’s Cup from Harcourt Developments, whose three-year sponsorship deal ends after this year’s event.
Queen’s Cup – Cartier UK