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, shoeing, transportation, competitions. Without sponsors, only oligarchs can afford it. Sponsorship in equine sports is not just about "giving money." It's a symbiosis: business gets an image, and the athlete gets a chance to win. We tell you how sponsorship is structured, who sponsors, and how a beginner rider can find support.

Who Sponsors Equine Sports

The main 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 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 Jumping), "Alfa-Bank", "Gazprom" (through subsidiaries). Also, stud farms (for example, "Voskhod", "Geist"). 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 an Athlete

Financing the purchase and maintenance of 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. Payment for training and a coach. A good coach costs from 50,000 rubles a month (plus a percentage of prize money). Transportation and accommodation at competitions (transporting a horse in a special horsebox — thousands of euros). International 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 1,000 euros).

For top riders, sponsors pay for personal masseurs, physiotherapists, psychologists.

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: the logo on the horse blanket, saddle, and 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 brand's status. Invitations to exclusive events (a lunch with a prince, for example). Access to VIP lounges at tournaments. The opportunity to use the image of the rider in advertising (photo shoots, interviews).

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

Sponsors can also receive tax benefits (in Europe). The mechanism works worse in Russia.

How to Become a Sponsor of Equine Sports

For business: determine the 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, where to place them, how many posts in social networks). Make sure the rider does not have conflicting sponsors (for example, Rolex and Casio).

For an individual: 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 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, with the same sponsors. Marcus Ehning (Germany) — Stakkato (stud farm), hotel Maritim. Pierre Durand (France) — Hermès (after retirement). In Russia: Igor Yarmak (show jumping) — sponsor "Sberbank"? unofficially. Natalia Martynova (dressage) — private sponsor, name not disclosed.

Many riders have personal sponsors among friends-businessmen.

Problems of Sponsorship in Russia

Low popularity of equine 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. Lack of transparency. Athletes are not good at selling themselves, they don't have PR departments. Instability. A horse can get injured, a rider can leave sports.

In 2026, the situation is improving: private funds have appeared (for example, "Fund for the Support of Equestrian Sports"). But it's still 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: compile 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 collaboration. "I will place your logo on my uniform and blanket. I will mention it 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." Find the 100th one.

Sponsorship in equine 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 life of their dreams.

Permanent link to this publication: