Neue Schule to remain as trade fair’s main sponsor until 2020

Claire Thomas and Sarfraz Mian shaking hands to seal the agreement.
HorseHage and Mollichaff High Fibre Forage

Neue Schule to remain as trade fair’s main sponsor until 2020

Bit specialist Neue Schule has pledged its commitment to BETA International by agreeing to continue as main sponsor of the trade fair for the next three years. The exciting news was revealed to journalists during the 2017 show as they gathered to see organiser Claire Thomas and Neue Schule CEO Sarfraz Mian sign the formal sponsorship agreement.

Claire Thomas and Sarfraz Mian shaking hands to seal the agreement.
Claire Thomas and Sarfraz Mian shaking hands to seal the agreement.

“We are thrilled with the company’s decision and extremely honoured,” said Claire. “The new agreement means that Neue Schule will have been our main sponsor for seven years – that’s the longest in the trade fair’s history. During this time, we have worked extremely closely with Sarfraz, company founder Heather Hyde and their fantastic team, and we are really looking forward to joining forces once again. We couldn’t be more delighted with this fantastic endorsement of the show.”

Sarfraz added: “BETA International has proved to be incredibly valuable for Neue Schule throughout our four years of sponsorship. The trade fair delivers excellent UK and international exposure, and has brought results that have far exceeded our expectations. I am very excited that we have been able to commit to a further three years of sponsorship and very much look forward to supporting the remarkable BETA International team in delivering the world’s best equestrian trade fair.”

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BETA International is the leading trade fair for equestrian, country clothing, outdoor and pet products. The 2018 show will take place at the NEC, Birmingham, from 21 to 23 January. For further information or to book a stand, contact James Palmer, telephone +44 (0)1937 582111 or email

For further information about Neue Schule, visit


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Author: Suzanne Ashton Founder, Everything Horse email:

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