BETA announces coffee shop sponsor

German company Schockemöhle Sports will return to BETA International in 2018 to sponsor the Coffee Shop under its TONICS footwear brand for a third consecutive year. The exhibition showcases leading equestrian, country clothing, outdoor and pet products.

“BETA International offers us a fantastic opportunity to reach out to existing and potential customers throughout the world,” said Schockemöhle Sports managing director Franz Schockemöhle.

“Over the past few years, the UK has grown to be one of our most important markets and the sponsorship presents the perfect opportunity to secure additional brand recognition before, during and after the show.”

The Schockemöhle Sports TONICS Coffee Shop offers a comfortable and relaxed meeting area for visitors and exhibitors.Its vibrant orange branding remains highly visible and can be clearly identified throughout the halls.


“We are extremely pleased to welcome Schockemöhle Sports back for another year of sponsorship,” said BETA International organiser Claire Thomas.

“This highly respected company has exhibited at the show since 2010, leaving Franz and the rest of the Schockemöhle team in no doubt about the competitive edge that having a presence at BETA International can bring. We are really looking forward to working together as we approach 21 January.”

Schockemöhle Sports joins fellow sponsors Battles (Hy brand), Charles Owen and Airowear, Ekkia (Equi-Thème), Equestrian Trade News, Shires Equestrian, Toggi and main sponsor Neue Schule.

BETA will takes place at the NEC, Birmingham, from 21 to 23 January. For information about exhibiting, contact James Palmer, telephone 01937 582111 or email

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