Why Is the Horse Industry Still Begging for Sponsors?

From 2025, Germany’s prestigious Bundeschampionate will be known as the Al Shira’aa Bundeschampionate, thanks to a new title sponsorship from the UAE-based stables.

A respected outfit, sure — but the real story isn’t who stepped in. It’s why someone had to. We’re not talking about an obscure local event.

This is Germany’s crown jewel for young horses — a showcase of decades of breeding and training culture. Yet instead of national brands or European backers, funding now comes from halfway across the world. Again.

The Ferrari Saga

Now compare this to Ferrari, a company that famously spends zero on traditional advertising. Yet it thrives on exclusivity, storytelling, and identity. Most of its revenue isn’t from selling cars — it’s from selling the idea of Ferrari.

Merch.

Licensing.

Loyalty.

THE DREAM!

Never mind they do it without relying on Olympic status.

At the same time we’re told that without the Olympic Games we will disappear. An almost gospel like mantra repeated by the FEI.

Become a Sponsor

To help support independent publishing and journalism, please consider a smaller contribution. You can explore your options [risk free] via the Buy Me a Coffee button💗

Buy Me a Coffee

Yet again, last weekend the MARS Badminton Horse Trials completely smashed it out the ballpark! Name one recent Olympic Game except the London 2012 and Paris 2024 that had such a cross country day as Badminton presented last week.

If it had been an Olympic year or the year before leading up to an Olympic game, the Badminton Horse Trials entries would have been completely different.

So just maybe it is in fact the Olympic dependency that is holding us back, turning our sport into something that tries to fit a mould instead of standing proudly on its own?

Which makes one wonder why equestrian sport cannot seem to figure out its very own narrative?

And how it is even possible that a horse show that’s been a fixture on the calendar for nearly 50 years is unable to attract sustainable local support?

The horses are still brilliant. The riders are committed. The fans are loyal. But…

…the packaging? Outdated.

The outreach? Awkward.

The message? Nonexistent.

Meanwhile equestrian sport and its organisers asks for scraps from oil-rich patrons, companies like Ferrari sells hats, watches, and “the dream” for billions of Euros, a year.

Maybe it is time to ask ourselves what are we selling, and to whom?