During a special news conference held at the 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 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 Axson 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."
Related Link: 2010 CDI Munich