Equestrian Partnership Activation Guide for Brands
I’ve reviewed hundreds of sponsored rider applications, launched brand ambassador programs, and keep observing the same pattern: equestrian partnerships are full of potential, but most brands lack the systems to translate that potential into ROI.
If you want to know how to recruit, select, and activate sponsored riders and ambassadors that actually drive results, this guide is for you.
Below is the exact framework I use to help equestrian brands recruit the right riders, onboard them quickly, and turn partnerships into a content engine your team can run without burnout.
And if you want to maximize the value of your sponsorships without adding even more to your team’s to-do list, keep reading to learn more about our 30-day Partnership Activation Package.
Equestrian Sponsorship Activation
In the equestrian industry, sponsorship is often treated like a finish line: you sign the rider, ship product, post a welcome graphic, and hope it translates into sales.
But saying yes is just the beginning. Activation is how you turn agreements into partnerships that perform.
Done well, activation turns rider relationships into:
clear deliverables (that actually get delivered)
credible social proof (that buyers trust)
repeatable content (that reduces your team’s workload)
trackable performance (so you can invest more in what’s working)
The equestrian world is built on relationships. Your program should be built to leverage that, without rider management becoming a second full-time job for your marketing team.
Step 1: Planning
Before you recruit a single rider, get crystal clear on structure and strategy.
Partnership types
Common types of rider partnerships include:
Brand Ambassadors: typically product/discount-based partnerships. Great for community and content volume.
Sponsored Riders: higher-support partnerships (product and financial support) tied to greater expectations and visibility.
Content Creators: paid primarily for content production, not representation. Useful if you need UGC assets fast.
With the right strategy, all of these partnerships can benefit equestrian brands.
Define success
Pick one primary goal for your program. Examples:
“Increase credibility for our brand with testimonials from professionals.”
“Generate 10 pieces of usable UGC per month.”
“Drive measurable sales for a new product launch.”
“Build a reliable pipeline of rider stories for SEO and email marketing.”
You can have secondary goals. But if you try to do everything, you’ll struggle to measure what success actually looks like.
Step 2: Profiles
The next step is to build your ideal rider profile.
This profile should include:
Discipline/ industry (dressage, eventing, jumping, etc.)
Buyer proximity (do they teach? run a barn? compete?)
Content strengths (education, storytelling, product comparisons)
Brand alignment (values, tone, professionalism)
Reliability (communication and follow-through)
If you don’t write this down, you’ll default to riders with the prettiest photos and biggest follower counts. And you’ll end up frustrated six months later.
Step 3: Recruitment
There are two recruiting paths: inbound and outbound. Both have strengths and weaknesses.
Inbound recruiting (applications)
Applications work well when you:
already have brand awareness
want volume
can commit to reviewing and responding
However, a high volume of applications also means a high volume of rejections. Selectively advertise your program to attract the best applicants, and offer a consolation prize (such as a discount or gift card) to riders you don’t select to ensure they feel appreciated.
If you use an application, filter for the things that predict performance:
professionalism (basic info complete, clear writing, accurate links)
evidence of product use or genuine interest
audience fit (not size)
content examples (even simple ones)
Tip: ask for examples of content they’ve already created featuring your product. “Create proof before you pitch” is one of my top tips for riders, and an excellent way for brands to evaluate fit.
Outbound recruiting (hand-selecting)
This is my preferred method of recruiting. It takes extra work. But in my experience, hand-selecting riders produces better partnerships.
Outbound recruiting is how you find hidden gems:
trainers with real influence in their industries
riders who are already promoting and interacting with your brand
professionals early in their career, looking for brands to grow with
Look for:
consistent content (not necessarily viral posts)
active communities (an engaged audience)
riders who tag products naturally (even without being paid)
Outbound scripts should be short, specific, and human. Riders are busy. And they’re rarely in front of a computer. If a rider is a good fit, put in the effort to meet them where they are. Learn how in my blog post on lessons learned from helping riders.
Step 4: Selection
I’m a big believer in making selection measurable. Not because partnerships are robotic, but because your time and budget matter.
Selection scorecard example
Score each category 1–5:
Audience fit (are they connected to your customers?)
Credibility (expertise, experience, legitimacy)
Brand alignment (values, tone, professionalism)
Content potential (can they communicate routines, outcomes, comparisons?)
Reliability signals (responsive, organized, consistent posting)
Visibility (reach helps, it’s just not the foundation)
Red flags I take seriously
Slow or inconsistent communication
A feed that’s only ads, giveaways, or discount codes for other brands
Any negativity or lack of professionalism
Step 5: Expectations
This is where brands protect their program and set expectations.
Your agreement should clarify:
Deliverables (what, how many, where, and by when)
Content usage rights (can you use it in ads, email, product pages?)
Exclusivity (category exclusivity is common; be specific)
Approvals (what needs review; turnaround times)
Disclosure requirements (sponsored content must be disclosed)
Performance expectations (and what happens if they’re not met)
Step 6: Onboarding
Onboarding isn’t just a welcome email. Here’s what your onboarding process should include, whether you build it internally or have us do it for you.
Kickoff call (or kickoff email)
Covers:
brand goals for the quarter
target customer + objections
key products + differentiators
non-negotiables (claims, tone, branding do’s/don’ts)
communication norms (how to reach you, response windows)
expectations for both the rider and the brand
Rider brief
This is the document most programs skip. And it’s the reason riders “don’t know what to post.”
Include:
brand story in 5 bullets
customer pain points
product focus + use cases
content pillars + planning
example captions + disclosures
photo/video guidelines
tracking links/codes
submission process
Tracking setup
If you want ROI, set it up now:
unique discount codes or affiliate links to track sales
master spreadsheet to track deliverables and content
analytics to track traffic and engagement
There are plenty of advanced tools we marketers like to use to track ROI for our campaigns. But with riders, I’ve had the best luck keeping it simple.
Step 7: Content Creation
Design a simple content system for your program that repeatedly produces:
buyer-facing education
proof and credibility
shareable stories
Write short bios with testimonials for every rider
When you announce a new ambassador or sponsored rider roster, don’t just post names and tags. Give your audience a reason to care, and a reason to trust.
Start by writing a short, consistent bio for every rider. A strong bio makes the partnership feel legitimate, explains why you chose them, and helps customers immediately see the rider’s relevance. Keep it tight and skimmable:
Discipline + level (and where they ride/show)
Who they serve (students, adult amateurs, juniors, pros)
What they’re known for (training style, horse care philosophy, specialty)
Why they use your product (one clear line of “fit”)
Then collect a testimonial and photo from every rider during onboarding.
Testimonials are one of the easiest forms of social proof to repurpose across your marketing.
What to gather:
1 sentence quick quote (perfect for social graphics and roster announcements)
Brand testimonial (4–6 sentences for email and blog features)
Favorite product review (what problem it solved, how they use it, what changed)
Where to showcase them:
A Sponsored / Ambassador page on your website
Product pages (where it supports a buying decision)
Launch posts and “meet the team” spotlights
Story highlights and pinned posts
This is a small step that makes a program refresh look professional. It gives you instant, reusable content the day you announce the roster, rather than waiting for riders to create it later.
Leverage rider interviews
Rider bios and testimonials are a great start. But if you want to turn your rider program into a content engine that converts, you’ll need a system that produces assets that go even deeper.
This is why I love rider interviews.
One interview can generate a blog article, pull-quote social posts, and multiple testimonial variations.
Even better: interviews don’t require riders to be content creators. They just need to attend one call, and we can create months of content from their insights.
During activation, identify riders you want to feature throughout the year to support your existing marketing plans, and create a monthly workflow to turn rider stories into assets.
Our Rider Interview Content Package does it all for you. Read our Rider Interview Guide for Equestrian Brands to learn how.
Make content planning simple
Give riders a simple plan they can follow without creative exhaustion.
I like to use:
3 content pillars (education, proof, lifestyle/community)
1 campaign focus (product launch, seasonal need, promotion)
a cadence they can maintain (consistency beats intensity)
If riders are overwhelmed by content creation, lower the bar. You don’t work with riders to create studio-quality content. All they need is a phone, five minutes, and a clear prompt.
Our free Content Idea Bank is built to help brands and riders never run out of content ideas. Visit our resources page to request your free copy.
Step 8: Reporting
Most brands miss opportunities to improve their partnerships because they’re not tracking results.
Reporting doesn’t have to be complicated. A basic spreadsheet is one of the best ways to audit your program and understand what’s working and what’s not.
Select metrics aligned with your goals and track them in your spreadsheet.
Sample metrics include:
tags and mentions
discount code redemptions
UGC assets delivered
But don’t worry, if the last thing your marketing team needs is another spreadsheet, we can take care of the reporting for you.
Step 9: Performance Incentives
When top performers stand out, invest more in them.
Consider:
tier upgrades after 90 days
bonus product drops tied to deliverables
paid campaign opportunities for reliable creators
It’s our mission to make your sponsored riders and ambassadors your most valuable marketing asset, so your brand can invest more in the equestrian community that supports you.
Step 10: Program Playbook
The most significant difference between programs that work and programs that fizzle is not better riders. It’s infrastructure.
A program playbook turns your ambassador or sponsored rider program into something repeatable, so results don’t depend on constant reminders, ad-hoc ideas, or whoever has time that week.
A strong playbook includes:
Program goals + success metrics
What the program is designed to achieve (awareness, UGC volume, conversions, launch support) and how you’ll track it (links, codes, content delivered).Partner tiers, benefits, and responsibilities
Who’s in each tier, what they receive, what they’re expected to deliver, and what “great performance” looks like.Brand messaging + content guidelines
Key talking points, product claims boundaries, tone/voice, do’s and don’ts, approved hashtags/tags, disclosure examples, and basic photo/video guidelines.Deliverables menu + monthly cadence
Clear options for content types (posts, reels, stories, blog-style tutorials, testimonials) and a schedule that’s realistic for riders and easy for your team to manage.Campaign workflow + communication process
How campaigns are assigned, how assets are submitted, review timelines (if needed), and where riders go for help or approvals.Measurement + reporting
How links/codes are used, what gets reported monthly, and how renewal/bonuses/tier upgrades are determined.
The playbook enables you to quickly onboard new riders, run coordinated campaigns, and build a reliable stream of valuable content and social proof without rebuilding the program every season.
Want to learn how to turn your playbook plans into ongoing, effective management? Read our Equestrian Sponsorship Management Guide for Brands.
The Partnership Activation Package
If you want a sponsored rider or ambassador program that drives real results, we’ve got a package to get you there.
The Partnership Activation Package is our done-with-you (and largely done-for-you) service to launch or upgrade your program to deliver results in 30 days. Instead of guessing, chasing riders for content, or rebuilding your process every season, we put the structure in place so partnerships become a repeatable marketing channel.
What’s included:
Kickoff and wrap-up calls to clarify goals, partner criteria, messaging, and success metrics
An in-depth program audit + performance report to identify what’s working, what’s missing, and what’s costing you time and ROI
Rider recruitment + selection support so you build a roster that aligns with your brand and influences your actual buyers
Short bios written for every rider so your team launch looks professional and your customers instantly build trust
Rider onboarding materials so partners know exactly what to do (and you’re not answering the same questions all season)
A customized program playbook that makes the program scalable with repeatable deliverables, workflows, content guidance, tracking, and cadence
This package is ideal if your program feels messy, inconsistent, or hard to measure. Or if you’re starting fresh and want to do it right from day one. Book a free consultation to get started.
FAQ: Equestrian Partnership Activation
How many riders should we recruit?
A smaller roster with clear expectations and consistent activation will outperform a large roster that you don’t have the bandwidth to onboard, brief, and follow up with. In larger programs, I find 20% of riders drive 80% of the results. Around 12 riders is the sweet spot for most small equestrian brands.
Do we need content creators, or should we work with professional riders?
It depends on your goal. If you need usable UGC assets quickly, content creators can be a strong option. If you want long-term credibility, community connection, and ongoing proof, sponsored riders and ambassadors are often the better foundation.
What is the Partnership Activation Package?
It’s our 30-day service designed to launch or upgrade your sponsored rider or ambassador program to deliver measurable results.
What do we get at the end of 30 days?
You leave with the riders, assets, and structure to run an effective, scalable program, including a clear strategy, onboarding materials, and a customized playbook.
Can you help if we already have a program?
Yes. The package is designed to upgrade existing programs and launch new ones by tightening expectations, improving onboarding, and building a repeatable activation workflow.
Do you manage riders for us after activation?
Activation gets the system built. If you want ongoing rider communication, deliverables coordination, reporting, and campaign integration, we also offer Program Management (Monthly Retainer). Learn more about our services here.
Does this include rider interviews and content creation?
Short bios and testimonials from all of your riders are included in the activation service. Rider interviews are available as a separate package. Some brands start with activation, then add interviews to build a consistent content engine.
How do we get started?
Book a Free Consultation, and we’ll map the best path based on your current program and goals.
Book a Free Consultation
We build the sponsorship systems so you can focus on running your brand, not wrangling riders.
Want to learn more about our full-service activation and management services?
Request a free consultation to discover how our Partnership Activation Package can help you build partnerships that deliver results.
