Hollis Sponsorship Bulletin

Leading Dog’s Show Crufts (which is organised by The Kennel Club) has secured a new sponsorship deal with furniture retailer DFS. The deal, which commences in 2010, will give DFS title sponsorship rights to the event.

The deal comes at the end of a tough year for Crufts - which found itself subjected to heavy criticism last year after a BBC documentary looked into the practices of some dog breeders. After that, pet food giant Pedigree pulled out.

Despite the controversy, there’s no doubt that Cruft’s remains one of the best-known event of the year. Held at the NEC in Birmingham, it attracts 160,000 people a year.

Commenting on the deal, Kennel Club chairman Ronnie Irving said: “The Kennel Club is delighted to welcome DFS as principal sponsor of Crufts 2010. Dog shows are a great way to encourage and reward the breeding of healthy dogs and are also a platform for all dog lovers to ensure we achieve our goal of giving dogs happy, healthy lives.”

DFS chairman Lord Kirkham said: “I am massively excited that DFS will sponsor Crufts in 2010. The event is part of the fabric of British life and it is always clear to see that dogs enjoy being in the limelight in the show ring, just as much as cuddling up with their owners on the sofa. We are proud to be involved in an event that is dedicated to ensuring dogs have happy, healthy and comfortable lives.”