The Kentucky Horse Park - In announcing the newest sponsor for the 2010 Alltech FEI World Equestrian Games, AT&T, the 16-day international equine event coming to Lexington on Sept. 25 snared new technology and improved capability to put it to use.
As a result of the sponsorship, AT&T will boost service within and surrounding the 1200 acre Kentucky Horse Park (KHP) during the Games. The communications giant already has added a 3G cell tower to the KHP and will also provide three mobile Cell-sites On Wheels, called COWs, to ensure those looking to place a call, check their email or send a photo via text will be able to do so.
Using a mobile phone at large gatherings such as sporting events can be difficult as so many others are trying to do the same. Cathy Lewandowski, in AT&T corporate communications, said the increased towers and a boost in capacity should keep attendees connected.
The sponsorship will also bring GPS technology to the grueling endurance event in which riders and horses must complete a 160km (100 mile) course. The course winds around farms adjacent to and near the park, but spectators can only follow the race in person while on KHP property. By utilizing AT&T SIM cards as GPS devices, those at the park will be able to see on the KHP's TVs where the competitors stand in real time, similar to the technology put in place at Keeneland a few years ago.
This, according to Endurance Discipline manager Emmett Ross will also allow for a more streamlined process in shutting down the course and returning private land to its owners once the race has cleared those areas.
The level of the AT&T sponsorship was not made public, but WEG Spokeswoman Amy Walker said the deal involves both cash and in-kind contributions.