13/03/2012 Eukanuba steps in after dfs ended their arrangement

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After the furniture retailer dfs was sold, by the Kennel Club chairman Lord Kirkham and owner of the giant furniture retailer, it was unclear who would be filling the gap in part sponsoring Crufts in time for its 2011 show. The sponsorship was on an entirely informal basis and after the sale has completed, the sponsorship was open to new bidders. In stepped EUKANUBA, the dog food company, who have signed up for a three-year partnership with the Kennel Club to become the new principal sponsor of Crufts.

Crufts, featuring 22,000 dogs and with more than 120,000 visitors, have two main sponsors in Agria and Samsung Electronics.

A spokesman for Eukanuba said:"We are thrilled that Eukanuba has become principal sponsor of Crufts, which signals an important step in the relationship between the KC and P&G Pet Nutrition”. "Crufts is a fantastic platform for Eukanuba to drive greater awareness of its product and nutritional benefits and ultimately raise its profile among its core audience of dog lovers and breeders across the UK to drive sales within the pet speciality market.

"We have built deep relationships with top breeders across the world that relies on Eukanuba to keep their dogs in the best of health. We believe Crufts an important event to celebrate the diverse role that dogs play in society and it will help us to engage with all dog lovers about the health and well-being of their pet.”

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