There should actually be good news that Martin Richenhagen and Dennis Peiler wanted to present in a press conference on Wednesday afternoon. The President and the designated CEO of the German Equestrian Association (FN) intended to inform about “current developments in our association”.
But the agenda had to be changed at short notice because the association, which was in financial difficulties in 2023, faces an unexpected problem: “We received a written termination from Agria – completely surprising,” said Martin Richenhagen. Agria has been the main sponsor of the FN since November 2023 and the German Olympiad Committee for Cavalry (DOKR) responsible for top horse sports.
“Legally crumpled reason”
The lettering of the Swedish insurance company had been embroidered on the Fräcke and Jacketts of the German Equipen. According to Richenhagen, sponsorship comprised 600,000 euros annually. The “legally crumpled reason” will not be accepted, said the FN President. “I would have felt it a little more stylish if we had talked about it beforehand,” he told the head of the Agria.
According to Richenhagen, the “Agria-Deutschland” project did not work to the satisfaction of the group. When the FN had introduced the sponsor, contract term by 2028, Agria saw the cooperation as one of the “key factors for the introduction of our horse insurance in the German market”.
“Use for the well -being of the horses”
When asked by the FAZ, Agria does not justify the termination: “We do not comment on individual contracts, since this is a matter between the parties involved”, says Managing Director David Haak. However, the commitment to the “important German market” is being expanded – “with new employees, expanded investments and the introduction of innovative products that make everyday life easier”.
The focus is on “the commitment to the well -being of the horses, in Germany as well as throughout Europe”. The Danish and English equipment also bear the lettering of the insurance on the saddle ceilings. Agria is also a partner of the World Rider Association FEI and title sponsor of the European Championships in eventing, which take place in England from September 18 to September 21.
“I know the boss of the Allianz quite well”
Only the German association is apparently affected by the surprising termination. Upon request, the FEI announces that “a strong and constructive partnership with Agria, which we very much appreciate, and this remains unchanged at the FEE level”. Agria will be the title sponsor of the versatility European Championship.
The FN, one of the most successful and most successful German sports associations, is now there without the main sponsor. The association had completed the financial year 2024 in the increase, but the goal is to generate 500,000 euros annually.
In order to save money further, FN and DOKR should become a common association under the new umbrella brand “Pferdersport Germany”. This message was originally the reason for the press conference. But: The “merger” must still be decided by an extraordinary general meeting in December.
It is unclear whether a new sponsor will be found by then. “If we can’t find a solution,” said Richenhagen, “it wouldn’t be so easy for the FN.” However, he is optimistic: “There are other insurance companies in Germany. I know the boss of the Allianz quite well. We don’t hide it completely unprepared. We will strive to find a decent sponsor. My idea is in the order of about one million. That would be suitable for the FN.”
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