sponsorship insights
loyal customers and hopefully helping them on their equestrian journey – whatever that may be. Over the years we have supported leisure riders, carriage drivers, dressage fanatics, side saddle enthusiasts, aspiring eventers, endurance riders, and many other people, with a variety of equestrian interests.
campaigns, spending time on our trade stand at selected events and time with competition winners for photo shoots etc. We also work with lower profile riders, especially those who train a lot of clients, and they generally develop a good relationship with their local Baileys Rep and can pass leads for potential new customers to them. Those higher profile riders who also train can help in this way too.
Social media is now an excellent way for any rider to promote their belief in, and benefits of, our brand although there is still a wide range of levels of participation across our rider team, with some finding it easier and being more proactive than others.
Explain briefly what you look for when evaluating any sponsorship proposal?
JB: Our deals come about in a variety of ways but in all cases, the riders are customers first so we know they are familiar with Baileys products and believe in them for the right reasons. Higher profile riders may get higher levels of support, while also giving plenty in return - for example, through our use of their image in advertising
OL: For us a sponsorship has to offer significant brand awareness and access to market and we like to work with people who are likeminded, understand our insurance business and want to work with us to achieve our business objectives. We work with events, organisations and people who have taken the time to research our company and who have demonstrated a passion for what they are doing. In addition to sponsoring individuals, we also sponsor organisations and groups such as our own British Dressage Team Quest team which we
Will I’Anson with his daughter Hatti; horses are an important part of the I’Anson family
find beneficial and rewarding to support grassroots level riders follow their dreams.
WI: If people are willing to invest their time to keep us updated via social media, we start to notice them and can see they are dedicated. For example, Speedi-Beet Team Member Coral Herbert applied to join the team for three years running before she was successful. We were very impressed that she was persistent and put a lot of effort in to her application each time, including a brilliant photo of the team at her yard, Roman Bank Equestrian, holding up the British Horse Feeds letters! We hear from a lot of people on a daily basis looking for sponsorship and always appreciate it when people take the time to provide information about themselves and their horses/ponies. We are put off when we receive a ‘blanket email’ which doesn’t explain why the rider would particularly like to be involved with British Horse Feeds, as we usually find sponsorship only works well when our riders use and love our products and have a keen interest in nutrition. The motivation and enthusiasm of the riders we choose must always shine through. We often work on tight deadlines so we also need riders that truly have the time to make a sponsorship work – you only get out what you put in! It is hard work but very rewarding and the riders we choose understand this.
Baileys Horse Feeds benefits from saddlecloth branding through sponsorship of Gareth Hughes and Nadonna
www.theequinesite.co.uk
GW: We look for people who genuinely use and understand the Horslyx way of feeding and who are already implementing the product in their daily routine. It is important for us that they wholeheartedly believe in Horslyx in order to demonstrate the ethos of the company in the correct manner.
JD: It’s important for us that our
riders are ambassadors for their sport and both riders and people that the younger generations will look up to. We will always seek sponsorships that we feel will work for us in the long term rather than being ‘flash in the pans’ and that will grow and develop over time. Our riders are passionate about the Toggi and Champion brands and do a great job in their roles as brand ambassadors.
Do you currently sponsor shows and events? Explain why these sponsorships are successful.
GW: We currently sponsor the British Riding Clubs Festival of the Horse. This has only been going for one year but it is a great platform to get Horslyx in front of our target market.
OL: We currently sponsor several events including the British Dressage Young Horse Championships, Ponies UK Mountain & Moorland WHP Summer Championship and the EHOA awards and associated Badminton Grassroots prize giving. All of these sponsorships target different audiences and reach a broad range of people. At Shearwater, our business is applicable at all levels in all disciplines so our sponsorship portfolio ensures we place the brand in front of many different markets.
JB: We sponsor a range of events across the disciplines but most notable are the British Eventing Winter Series of Jumping And Style (JAS) and Jump Training (JT) and the BEF Futurity Young Horse Evaluations. Both of these are successful because we have a reasonably high level of ‘hands- on’ involvement so we are able to actively engage with riders, breeders and horse owners as well as enjoy a high level of brand presence at the events.
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