Horse sport is 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, farrier, transportation, competitions. Without sponsors, only oligarchs can afford it. Sponsorship in horse sport is not just "give 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 Horse Sport

Major sponsors are companies that want to be associated with elegance, 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 (show jumping) tournaments, as well as individual riders (Scott Brash, Kent Farrington). Longines is the chronometer for many competitions. Hermès sponsors the "Saut Hermès" tournament in Paris.

In Russia, there are fewer sponsors. The main ones: Rosgosstrakh (sponsored the Russian Cup of Show Jumping), Alfa-Bank, Gazprom (through subsidiaries). Also, stud farms (such as "Voskhod", "Ge Fist"). Betting companies: "Winline", "Fonbet" (sponsor horse races).

There are also private sponsors - wealthy people who love horses and are willing to invest. Often without advertising, just out of love.

How Sponsorship Helps Athletes

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. Pay 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 (horse transport in a special horsebox - thousands of euros). International trips (air transport 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.

Aside from money, sponsors provide equipment: saddles, equipment, clothing. Often riders are required to wear sponsor's uniforms with logos.

What Sponsors Get in Return

Advertising: logo on the horse blanket, saddle, rider's clothing. At competitions, this is seen by thousands of spectators and cameras. Association with success. If a rider wins, the sponsor also wins. Prestige. Horse sport is elite, sponsorship enhances the brand's status. Invitations to exclusive events (such as lunch with a prince). Access to VIP boxes at tournaments. The opportunity to use the rider's image in advertising (photography sessions, interviews).

For betting companies - legalization and advertising (in countries where gambling is allowed). For state-owned companies - social responsibility (supporting sports).

A sponsor can also receive tax incentives (in Europe). The mechanism in Russia works worse.

How to Become a Sponsor of Horse Sport

For business: determine your 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: terms, amount, obligations of the parties (which logos to place, where, how many posts in social networks). Make sure the rider does not have conflicting sponsors (such as Rolex and Casio).

For individuals: 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, sponsors are the same. Marcus Ehning (Germany) - Stakkato (stud farm), Maritim hotel. Pierre Durand (France) - Hermès (after retirement). In Russia: Igor Yarmak (show jumping) - sponsor Sberbank? unofficially. Natalya Martynova (dressage) - private sponsor, name not disclosed.

Many riders have personal sponsors from friends-businessmen.

Problems of Sponsorship in Russia

Low popularity of horse sport. Football and hockey attract more attention. Therefore, business is reluctant to invest. Lack of tax incentives for sponsors. In Europe, donations to sports are deductible from taxes. In Russia - there are none. Corruption. Sometimes sponsor money "sit" in the federation, not reaching the athletes. Opacity. Riders are not good at selling themselves, they don't have PR departments. Instability. A horse may be injured, a rider may leave sports.

In 2026, the situation is improving: private funds have appeared (such as the "Fund for the Support of Equestrian Sports"). But we are still far from Europe.

How a Beginner Rider Can Find a Sponsor

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 businesspeople. Pet stores, veterinary clinics, equestrian clubs. They need advertising. Step 4: don't ask for money, offer cooperation. "I will place your logo on my uniform and blanket. I will mention it in social networks." Step 5: participate in grants. The Equestrian Federation 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". Look for the 100th.

Sponsorship in horse sport 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 dream life.

Permanent link to this publication: