Get Sponsored: Equestrian Sponsorship Guide for Riders
Sponsorships. Every rider wants them, but few understand how to get and keep them.
These partnerships can be incredibly beneficial for equestrian sports and the equine industry. As a professional rider, you can provide a lot of value to a brand. Yet, many riders miss sponsorship opportunities because they don't know what that value is.
I've reviewed hundreds of sponsored rider applications for brands. Here's everything riders need to know about brand sponsorships, how to get sponsored, and how to keep your sponsors happy.
Sponsored Rider Programs
Sponsorships are one way equestrian athletes can collaborate with brands to support their careers. Sponsored rider programs typically provide more support than brand ambassador programs, which can be more accessible to riders just starting out.
Not ready to apply for a sponsorship yet? Check out our blog on how to become an equestrian brand ambassador.
Equestrian Sponsorship
Athlete sponsorships are a popular form of sports marketing that helps brands gain recognition with sports audiences and fans. While equestrian sports may not have the multi-million-dollar sponsorship contracts seen in some other arenas (yet), these partnerships are a vital way for brands to support the industry.
What is a Sponsored Rider?
A sponsored rider is an equestrian athlete who receives support from a company in exchange for promoting the brand. These riders represent the brand by wearing their logo, using their products, and sharing their experiences with the brand's team and customers.
Benefits for Sponsored Riders
Brands provide financial or product support for sponsored riders. Receiving free products is the most common benefit in these arrangements, which can help riders significantly lower business and horse care expenses.
Why Brands Work With Sponsored Riders
Sponsorships aren't just about riders getting free stuff. Brands work with sponsored riders to boost their visibility and authority in the equestrian community. The best sponsor partnerships mutually benefit riders, brands, and customers.
How to Get Sponsored
Understanding why brands work with sponsored riders is the first step in securing a sponsorship. If you want to get sponsored, focus on the value you can bring to the brand.
Professional Expertise
Brands want to work with professionals who bring unique experiences and expertise to their teams. Prioritize your riding career first before you consider seeking out sponsorships. No mater what you do, focus on doing it well.
That doesn't mean you need a cabinet full of Olympic medals before a brand will consider sponsoring you. Though that may help, unfortunately, we can’t all be Isabell Werth.
Brands are always on the look out for up-and-coming riders who deserve support on their journey to the top. Work hard and give back along the way, and you just might attract the help you need to get there.
Personal Brand
While your riding career should be your first priority, just being good at what you do isn't enough if brands don't know anything else about you.
Every rider should work on developing a personal brand that makes it easy for companies to understand who you are and what you represent. Your website, social media, and email address are your digital business card. Are you giving brands the right impression?
Build a professional online presence and share updates consistently so brands can easily find you and tell whether you're the right fit for their sponsored rider program.
Don’t have a website yet? Check out our Equestrian Website Guide to request a free rider website template!
Organic Promotion
Companies want to partner with riders who love and believe in their brand. After all, sponsorships only benefit riders if you actually need and use their products.
As a professional, you've probably tried countless brands throughout your career and already have a few favorites.
Guess what? You don't have to have a signed sponsorship agreement to promote the products you love. Start today by sharing your opinion with your audience and tagging the brand!
If a brand sees that you are already promoting their products without receiving anything in return, it increases their confidence in your ability to promote them as a sponsored rider.
Initative
As a young professional, it's unlikely brands will seek you out on their own. Make a list of brands that you love and take the initiative to contact them about sponsorship opportunities.
Only contact brands you already use. When reviewing sponsored rider inquiries, teams often automatically eliminate riders without experience with their products.
In addition to tagging the brand in social media posts, consider sharing any content you create directly with their team through email to make a positive impression.
Marketing teams always need testimonials, photos, and videos to share on their own social channels. Make their lives easier and you might earn a second look!
Sponsored Rider Applications
In many of the sponsored rider applications I’ve reviewed, riders screw up by focusing too much on what they want and too little on what the brand needs.
The good news? That means it's relatively easy to get ahead. Here are my top tips for helping your application stand out.
Customize Your Message
Don’t send a generic email. Equestrian brands receive countless sponsorship requests, and the quickest way to be ignored is to send a copy-paste message.
Before reaching out, research the brand’s mission, product range, and recent marketing campaigns. Tailor your pitch to show that you genuinely understand their products and customers.
In your email, don’t just talk about stuff you want to try. Mention specific products you already use or admire, and explain why you use the brand.
Introduce Yourself
This is your moment to make a memorable first impression. Share a brief but impactful introduction that includes who you are, your discipline and level of competition, and any notable accomplishments. But don’t stop there. Think about what makes you unique.
Want to know a secret? Sometimes, the most accomplished competitors make the worst sponsored riders. Other factors often play a much bigger role in earning a sponsorship.
Are you active on social media with an engaged audience? Do you teach clinics, make videos, or write a blog? Your ability to influence others and create visibility for the brand is just as important as your results in the ring. Share what you bring to the table!
Create a Proposal
Sponsorships work best when both parties benefit. Instead of just saying, “I’d love to represent your brand,” explain how you plan to support their goals.
Will you create monthly social media content featuring their products? Write reviews? Display brand materials at your competition? Come up with a plan that aligns with the brand's marketing needs.
This proactive planning shows professionalism and makes it easy for a brand to see the value in partnering with you.
Follow Up and Engage
If you don’t hear back after your initial message, wait a week or two and send a polite follow-up. Persistence can show enthusiasm, as long as it’s respectful.
Keep the brand updated on your achievements, tag them in content, and look for ways to go above and beyond. Brands remember riders who are professional, consistent, and genuinely enthusiastic.
You might not be the right fit for their sponsored program today. But by maintaining connections, you can build long-term relationships that increase your chances of earning a sponsorship offer in the future.
How to Keep Sponsors Happy
Landing a sponsorship is just the beginning. A successful partnership requires both the brand and the sponsored rider to follow through on their responsibilities to each other.
Here’s how to be the kind of rider I dream about having in a brand's sponsorship program.
Social Media Consistency
You don’t need thousands of followers or expensive cameras to make an impact, but you do need consistency, authenticity, and engagement.
Post regularly, share behind-the-scenes glimpses of your training and competitions, and don’t forget to tag the brand in your stories, reels, and posts. High-quality images, thoughtful captions, and genuine product use go a long way in building credibility with both your audience and your sponsor.
One of the easiest but most often overlooked ways to provide value to a brand is to engage with its content. Sharing and commenting on the brand's posts will make you the social media intern's new best friend.
Long-Form Content
While social media is great for quick impressions, long-form content allows you to really make an impact.
Share product reviews, blog posts, tutorials using the brand’s gear, or a day-in-the-life vlog that naturally features their products. This kind of content builds trust and gives your sponsor long-lasting, shareable material they can use in their own marketing.
Long-form content helps position you as an expert, not just another user or influencer. In-depth expertise is what makes sponsored riders so valuable. Share yours!
Honest Feedback
One of the most valuable things you can do for a brand is provide honest, constructive feedback. Let them know what’s working, what could be improved, and how their gear holds up in real-world conditions.
Brands appreciate riders who are invested in their success. Ultimately, we all want to do our best and help more horses and riders. Help us do that!
Keep communication professional and helpful. Even if something isn't working, frame it as an opportunity for improvement.
News and Updates
Your wins are your sponsor’s wins. Keep them updated with your competition results, clinic appearances, and upcoming events. New horse partnerships, training breakthroughs, or media features are great content to share with your brand.
The more you keep your sponsor in the loop, the more they can celebrate and share your journey, amplifying your visibility and reinforcing the value of the partnership.
Brands want to showcase the sponsored riders they partner with. Give them something to brag about!
Brand Sponsorship Programs
Here are a few equestrian brands with sponsorship application forms on their websites. Check out these forms to get a feel for what brands seek in their ideal sponsored rider.
Resources for Riders
Young professionals are the future of the sport. Let’s find ways to make that future sustainable.
If you have questions about sponsorships or marketing, visit my contact page and email me.
I'm happy to help. And even happier to accept cute horse photos in exchange for advice.
For more free resources for riders, check out our resource page!
Work With Us
Need help applying to and managing sponsorships? Work with our boutique full-service marketing agency specializing in equestrian athletes and top equine brands.
Let us grow your business and connect with sponsors, so you can focus on the sport and horses you love.
We’re here to help make success more accessible for all riders. Ask about our special discounts for young professionals.
