Equine sports are among the most expensive. A horse costs from 500,000 to several million rubles. Maintenance is another 50-100 thousand per month. Trainer, veterinarian, farrier, transportation, competitions. Without sponsors, only oligarchs can afford it. Sponsorship in equine sports is not just "give money." It's a symbiosis: business gets a brand image, and athletes get a chance to win. We tell you how sponsorship is organized, who sponsors, and how a beginner rider can find support.

Who Sponsors Equine Sports

Major sponsors are companies that want to be associated with elitism, health, and nature. Watches (Rolex, Longines), cars (Mercedes, BMW), banks (Credit Suisse, Societe Generale), luxury brands (Hermès, Gucci). Feed and equipment manufacturers (Horseware, Cavallo, Stübben). Betting companies (especially in horse racing). State lotteries (in Europe).

Rolex is the most famous sponsor. It sponsors Rolex Grand Slam tournaments (show jumping) as well as individual riders (Scott Brash, Kent Farrington). Longines is the timekeeper for many competitions. Hermès sponsors the "Saut Hermès" tournament in Paris.

In Russia, there are fewer sponsors. The main ones: "Rosgosstrakh" (sponsored the Russian Cup of Show Jumping), "Alfa-Bank", "Gazprom" (through subsidiaries). Also, stud farms (e.g., "Voskhod," "Ge Fist"). Betting companies: "Winline," " Fonbet " (sponsor horse races).

There are also private sponsors — wealthy individuals who love horses and are willing to invest. Often without advertising, just out of love.

How Sponsorship Helps Athletes

Funding for purchasing and maintaining a horse. This is the foundation. Without a good horse, you can't win. A sponsor can buy a horse, pay for its feed, shoeing, veterinarian. Pay for training and a coach. A good coach costs from 50,000 rubles per month (plus a percentage of prize money). Transportation and accommodation at competitions (horse transportation in a special trailer — thousands of euros). Trips abroad (air transportation of a horse — from 10,000 euros). Equipment (saddle, bridle, protection — up to 500,000 rubles). Entry fees (participation in tournaments costs from 100 to 1000 euros).

For top riders, sponsors pay for a personal masseuse, physiotherapist, psychologist.

In addition to money, sponsors provide equipment: saddles, equipment, clothing. Often, athletes are required to wear the sponsor's uniform with logos.

What Sponsors Get in Return

Advertising: logo on the horse blanket, saddle, rider's clothing. At competitions, this is seen by thousands of spectators and cameras. Association with success. If the rider wins, the sponsor also wins. Prestige. Equine sports are elite, sponsorship enhances the status of the brand. Tickets to exclusive events (such as a lunch with a prince). Access to VIP lounges at tournaments. The opportunity to use the image of a rider in advertising (photo shoots, interviews).

For betting companies — legalization and advertising (in countries where gambling is allowed). For state companies — social responsibility (supporting sports). Sponsors may also receive tax benefits (in Europe). In Russia, the mechanism works worse.

How to Become a Sponsor of Equine Sports

For business: determine your budget (from 1 million rubles per year — the minimum level). Find a suitable rider or tournament. Contact the Federation of Equestrian Sports (FCSR). Or directly to the organizers of competitions. Sign a contract: term, amount, obligations of the parties (which logos to place, where, how many posts in social networks). Make sure the rider does not have conflicting sponsors (e.g., Rolex and Casio).

For individuals: you can sponsor a specific rider through crowdfunding (platforms like Planeta.ru). Or buy a share in a horse (joint ownership). Become a "honorary groom" (donation to the stable).

In 2026, "micro-sponsorship" is popular: 100 people chip in 10,000 rubles to buy a horse. In return, they get a branded t-shirt and access to a closed chat.

Top Riders and Their Sponsors

Scott Brash (United Kingdom) — sponsors Rolex, Land Rover, Equiline. Horse Hello Sanctos (sponsored). Kent Farrington (USA) — Rolex, Richard Mille (watches), Ariat. His girlfriend is also a rider, the sponsors are the same. Marcus Ehning (Germany) — Stakkato (stud farm), hotel Maritim. Pierre Durand (France) — Hermès (after retirement). In Russia: Igor Yarmak (show jumping) — unofficial sponsor "Sberbank." Natalya Martynova (dressage) — private sponsor, name not disclosed.

Many riders have personal sponsors from among their friends-businessmen.

Problems of Sponsorship in Russia

Low popularity of equestrian sports. Football and hockey attract more attention. Therefore, business is reluctant to invest. Lack of tax benefits for sponsors. In Europe, donations to sports are deducted from taxes. In Russia, there is none. Corruption. Sometimes sponsor money "sit" in the federation, not reaching the athletes. Opacity. Riders are not good at selling themselves, they don't have PR departments. Instability. A horse may get injured, a rider may leave sports.

In 2026, the situation is improving: private funds have appeared (for example, the "Fund for the Support of Equestrian Sports"). But we are far from Europe.

How to Find a Sponsor as a Beginner Rider

Step 1: create an image. Lead social networks (Instagram, VK, TikTok). Post videos of training, competitions, horse care. Show results (places, diplomas). Step 2: prepare a "presentation" (PDF). Photos, achievements, goal (which tournament, which horse). Amount (how much is needed).

Step 3: look for local businesspeople. Pet stores, veterinary clinics, equestrian clubs. They need advertising. Step 4: don't ask for money, offer cooperation. "I will place your logo on my uniform and blanket. I will mention in social networks." Step 5: participate in grants. The Federation of Equestrian Sports allocates scholarships to promising young riders. Step 6: crowdfunding. Platforms: Planeta.ru, Boomstarter.

Important: don't be afraid of rejections. 99% of companies will say "no." Look for the 100th.

Sponsorship in equestrian sports is not charity, but an investment. And it pays off if everything is done right. For business — reputation and status. For the athlete — victories and the dream life.

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