The Subaru Fauresmith 200km Challenge: Looking a Gift-Horse in the Mouth?

Abstract

This article describes an equestrian sport known as ‘endurance riding.’ It focuses on the Subaru Fauresmith 200km Challenge, which is held every year in the small southern Free State town of Fauresmith. Given the steadily growing profi le of the event, both locally and internationally, it is argued that the time is ripe for Fauresmith to begin deriving much more ‘collateral benefi t’ from it than has hitherto been the case. It is maintained that this can be achieved, at virtually no cost, by means of a focussed destination branding campaign – one which rides on the back of the town’s fl agship sport event