This report maps who rides and spectates today across the USA, Europe, and developing regions, and explains who will define equestrian sport tomorrow. Using federation data and cross-sport comparisons, it spotlights dressage, show jumping, and eventing, and the youth and grassroots programs expanding the base of participants and fans. Clear takeaways translate into strategy for equestrian federations, organizers, and brands.

Equestrian sport already delivers world-class performances, but to attract new fans and investment it must focus less on doing more and more on doing better through storytelling, access, and collaboration. Here are our learnings fro the 2025 event season

Each autumn, Morocco’s spirit comes alive through the Moroccan Royal Tour - a three-week journey where sport, culture, and community meet. Now in its 14th year, this internationally acclaimed equestrian circuit travels from Tétouan’s Andalusian charm to Rabat’s grandeur and El Jadida’s seaside celebration, transforming the nation into an open arena where everyone is welcomed.

Facebook may no longer be the “shiny new toy” in social media, but in 2025 it still commands over 3 billion monthly users and remains unmatched for reach, engagement, and community building. The brands winning today aren’t just posting ads - they’re creating spaces where audiences feel seen, heard, and connected. From Netflix’s witty fan engagement to Red Bull’s lifestyle-driven storytelling, this article explores why a community-first strategy is the key to thriving on Facebook in 2025.

Market research is often treated as an afterthought in equestrian marketing, but in reality it is the cornerstone of strategy. Too many brands, events, and federations rush into promotions without first understanding their audience, competitors, or industry trends – leading to wasted budgets and missed opportunities. This article explores how data-driven insights into demographics, behaviour, and global market patterns transform marketing from guesswork into a powerful driver of ROI, sponsorship, and sustainable growth.

The global equestrian equipment and consumer goods market, valued at over $12 billion in 2024, is evolving rapidly. Saddlery, riding apparel, safety gear, feed, and supplements remain the backbone of demand, with technology and lifestyle following close behind. Europe and the U.S. lead in market size, while Asia and the Middle East are fast-growing regions. Looking ahead, sustainability, digitalisation, and demographic change will continue to shape the industry’s trajectory.

Equestrian sport is far from niche. From Wellington’s Winter Equestrian Festival to CHIO Aachen, horse sport delivers billions in GDP impact, supports jobs, and fuels tourism. With participant spending that outpaces most sports and untapped media potential, it stands as one of the most underrated industries in global sport.

Influencers are no longer just promoting equestrian products - they’re building brands of their own. With the equestrian industry worth $300B globally, influencer-founded businesses are tapping into ready-made communities, driving authentic storytelling, and riding fashion and cultural trends into the mainstream. Here’s how these brands are reshaping the market and setting the standard for the future.

Join EQuerry / Co for an internship and gain hands-on experience in digital marketing, content creation, and social media management within the equestrian industry. Ideal for creative individuals with a passion for horses and horse sports, this role offers mentorship, real-world campaign experience, and the potential to grow into a full-time position.

Africa’s horse industry is undergoing rapid transformation, blending tradition with modern growth in sport, racing, tourism, and equestrian lifestyle. From Olympic milestones and export reforms to emerging fashion brands and luxury partnerships, the sector is becoming a dynamic player in the global equine economy. This analysis explores key developments, market opportunities, and Africa’s evolving role on the world stage.

Equestrian sport is no longer just a heritage pursuit - it’s a growing global industry at the intersection of media, culture, and commerce. This summary explores how storytelling, Media Impact Value (MIV), and cultural alignment are transforming the way equestrian brands and events attract sponsorship, engage fans, and build long-term value.

Rage bait can drive viral engagement, but for equestrian brands, the stakes are high. This in-depth guide explores the psychology behind rage bait, its ethical implications, and whether it converts or merely entertains. Learn how PR, crisis management, and strong audience relationships can help brands navigate controversy, maintain trust, and thrive in the fast-moving social media era.

One year after the Paris 2024 Olympic Games, has equestrian sport grown – or did its moment in the global spotlight fade as quickly as it came? This in-depth piece explores the data, expert insights and industry reflections on what the Games achieved, what they exposed, and what must happen next for horse sport to thrive on the world stage.

Equestrian sport faces a pivotal moment: it must become more inclusive, transparent, and socially responsible to grow. This article explores how research-based marketing can drive accessibility, shape public perception, and attract major brand sponsorships. Drawing on industry data, AI applications, and global sports case studies, it makes a clear case for why strategic marketing and communications are essential to the future of dressage, eventing, and showjumping.

As equestrian brands seek more meaningful ways to connect with their audiences, micro-influencers are proving to deliver better ROI than traditional sponsorships or celebrity endorsements. With higher engagement rates, authentic storytelling, and cost-effective content creation, these creators are helping brands reach niche riding communities with real impact. Here's what equestrian marketers need to know in 2025.

As the global equine landscape evolves, China, Thailand, Japan, India, and the Middle East are emerging as pivotal players in horse sports and breeding. This comprehensive market analysis delves into the industry's economic footprint, racing and sport dynamics, and future growth drivers across these regions, highlighting where strategic investment can shape the next decade of global equestrianism.

Brand credibility is the cornerstone of success for equestrian businesses in 2025. As digitally savvy, values-driven consumers demand transparency, sustainability, and authenticity, trust becomes the key driver of loyalty and growth. From user-generated content to ethical sourcing, this article explores how equestrian brands can build long-term trust - featuring exclusive insights from our latest consumer and market research.

Marketing an equestrian event requires careful coordination across multiple channels, with consistent messaging and high-quality content. From early targeting and creative promotions to live coverage and thoughtful follow-up, every step contributes to a successful outcome. The goal is not just to attract attendees, but to create lasting relationships and build a community that looks forward to each event you host. Start early, stay intentional, and use each phase of your campaign to build lasting value for your brand and your audience.

Artificial intelligence is reshaping search engine optimisation at an unprecedented pace. From Google’s Search Generative Experience (SGE) to AI-driven ranking factors, websites must adapt to an evolving digital landscape where traditional SEO tactics alone may not be enough.

This article explores the impact of AI on SEO, and provides actionable insights on how you can optimise your website for AI-powered search results.