sponsorship insights Sponsorship insights
The challenge of competition is important to many riders and at a time of year when reviews of the 2015 season start to give way to planning for 2016, how many of you are once more looking at how you might attract a successful business to pay some, or even all, of your costs in the form of a sponsorship contract? If you’re a professional rider, sponsorship is likely to be a major consideration within your business plan, but many amateur riders are also actively seeking support to help them pay for what is actually their hobby. Together, they add up to a huge number of sponsorship proposals targeting different business in the equestrian market on a regular basis, so not surprisingly, success is far from assured. To find out what might give you the edge, Equine asked a number of high-profile companies whose brands support a wide range of riders, shows and events about their policies and how decisions are made with respect to who and what to sponsor. If you are currently seeking new or additional sponsorship, then read on for advice from the decision makers.....
Do you currently sponsor riders? Give an example or two with a short explanation of the level at which they compete and why that is a good fit with your brand and objectives.
Oliver Lawton, Shearwater Insurance (OL): We have always supported riders at Shearwater and believe this is an integral part of our marketing. We own and run horses with the riders that we sponsor which gives us valuable insight into the equestrian world and also allows us to enjoy the benefits of watching a horse progress through the levels. This is a
Shearwater Insurance enjoys watching eventer Kylie Roddy’s horses progress through the grades.
Piggy French, Kitty King and Pippa Funnell have long term partnerships with Toggi and Champion
perfect fit with our brand as we offer insurance solutions to the equine market, therefore to us it is vital that our name and brand is associated with Equine Sport and heard by our target market. We currently sponsor Kylie Roddy and Oliver Townend in eventing and Ellen and Stephen Whitaker in show jumping.
Gillian Wardle, Horslyx Product Manager (GW): We currently run an Ambassador scheme which runs for 12 months every year. We support eight amateur riders who receive a supply of Horslyx and branded equipment and in return they help promote the brand and provide us with content for our website and social media channels. They range across the disciplines and across the levels.
Jane Buchan, Baileys Horse Feeds Marketing Manager (JB): We support quite a
number of riders, across the disciplines, including Mary and Emily King, Gareth Hughes and Philip Miller.
Jenny Doran, Toggi and Champion (JD): Our brands have long term partnerships with several of Britain’s top riders including international three day event riders Pippa Funnell, Piggy French and Kitty King and Paralympic dressage rider Sophie Wells. Such sponsorships not only help to maintain the profile of the brands within the industry, but our design team also works closely with the riders who act as core testers for many of our new designs, providing feedback and insight to ensure our products offer unrivalled performance and outstanding reliability. Who could be better testers of our products than riders who are in the saddle day in and day out and competing to the highest level in their sport?
Horslyx Ambassadors receive branded equipment as part of the annual scheme
Will I’Anson, British Horse Feeds (WI): For British Horse Feeds, sponsorship is all about a mutually beneficial relationship; the more riders put in, the more they will get back. When we support a rider with feed, clothing and other benefits we expect to hear from them on a regular basis. We are very fortunate that all of the Speedi-Beet Team members are excellent brand ambassadors and work very hard to promote our products - they are as passionate about feeding as we are. Sponsored riders need to be comfortable in the limelight as they become the face of our brand and spend a lot of time talking to members of the public about Speedi-Beet and Fibre- Beet.
The Speedi-Beet Team was started in 2012 to support riders of all levels and in all disciplines. By supporting amateur riders we are giving something back to our
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