Equine sports are one of 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. Only oligarchs can afford it without sponsors. Sponsorship in equine sports is not just "give money". It's a symbiosis: the business gets an image, and the athlete gets 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). Bookmakers (especially in horse racing). State lotteries (in Europe).

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

In Russia, there are fewer sponsors. The main ones are "Rosgosstrakh" (sponsored the Russian Cup of Showjumping), "Alfa-Bank", "Gazprom" (through subsidiaries). Also, stud farms (e.g., "Voskhod", "Gefest"). Bookmakers: "Winline", "Fonbet" (sponsor horse racing).

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 buying 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 trainer. A good trainer costs from 50,000 rubles per month (plus a percentage of prize money). Transportation and accommodation at competitions (horse transportation in a special horse trailer — thousands of euros). Overseas trips (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 masseur, physiotherapist, psychologist.

In addition to money, sponsors provide equipment: saddles, equipment, clothing. Often riders are required to wear sponsor's clothing 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 a rider wins, the sponsor also wins. Prestige. Equine sports are elite, sponsorship raises the status of the brand. Tickets to closed events (e.g., lunch with a prince). Access to VIP lounges at tournaments. The opportunity to use the rider's image in advertising (photography sessions, interviews).

For bookmakers, this is legalization and advertising (in countries where gambling is allowed). For state-owned companies, social responsibility (support for sports).

Sponsors may also receive tax incentives (in Europe). The mechanism works worse in Russia.

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 Russian Equestrian Federation (RFEC). Or directly to the organizers of competitions. Sign a contract: term, amount, obligations of the parties (what logos, where to place them, how many posts in social networks). Make sure the rider does not have conflicting sponsors (e.g., Rolex and Casio).

For private individuals: you can sponsor a specific rider through crowdfunding (platforms like Planeta.ru). Or buy a share in a horse (joint ownership). Become an "honorary groom" (donation to a 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 (UK) — 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 (stables), Maritim hotel. Pierre Durand (France) — Hermès (after retirement). In Russia: Igor Yarmak (showjumping) — sponsor "Sberbank"? unofficially. Natalya Martynova (dressage) — private sponsor, name not disclosed.

Many riders have personal sponsors among their business friends.

Problems of sponsorship in Russia

Low popularity of equestrian sports. Football and hockey attract more attention. Therefore, businesses are reluctant to invest. Lack of tax incentives 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 be injured, a rider may leave sports.

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

How a beginner rider can find a sponsor

Step 1: create an image. Lead social networks (Instagram, VK, TikTok). Post training videos, 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 businessmen. Zoological 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 RFEC 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 equine sports is not charity, but an investment. And it pays off if everything is done correctly. For businesses — reputation and status. For athletes — victories and the life of their dreams.

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