Digital Marketing Lessons from COVID-19: A 2025 Reality Check
Updated: February 2025
When the COVID-19 pandemic first disrupted the equestrian world, everything changed overnight. Competitions were cancelled, events moved online, and long-established training centres were forced to experiment with livestreams and social media just to stay connected to their communities. What seemed like a stopgap became a watershed moment: Equestrian businesses realised the power of digital marketing and how strategic use of online tools could keep their brand alive even when traditional in-person activity was impossible.
Five years later, these digital marketing lessons are not relics of the pandemic. They are foundational strategies that equestrian businesses still need if they want to thrive in 2025 and beyond. The horse industry has not only recovered - it is growing, with digital media and online visibility playing a bigger role than ever in brand positioning, sponsorship ROI, and consumer trust. The equestrian sector in the United States alone now generates over US$2.5 billion annually, with global economic impact around US$300 billion, spanning sport, leisure, breeding, apparel, and equipment. That scale underlines the importance of digital transformation, because without online discoverability, equestrian brands risk being invisible in an increasingly competitive marketplace.
Sustained Market Growth and the Digital Shift
The digital shift within the equestrian industry is reinforced by strong growth across apparel, equipment, and training services. The global equestrian apparel market, valued at US$6.6 billion in 2024, is projected to exceed US$10.5 billion by 2032, driven largely by direct-to-consumer sales and e-commerce channels. The equipment market, including saddlery, helmets, and training aids, is expected to climb from US$2.4 billion in 2025 to US$3.5 billion by 2035, while training services, boosted by online learning models introduced during the pandemic, are forecast to grow from US$3.18 billion in 2024 to more than US$5.3 billion by 2033.
These figures highlight not only the resilience of equestrian sport but also the role digital marketing strategy plays in sustaining growth. Consumers who adapted to online browsing during lockdowns have kept those habits. They still discover riding apparel on Instagram, search for saddlery on Google, and watch training videos on YouTube before making a purchase. Equestrian digital marketing is no longer an emergency tool but the backbone of commercial expansion.
Sponsorship Models and ROI Measurement Post-COVID
One of the clearest shifts the pandemic brought to equestrian sport was the way sponsorship models were evaluated. Before 2020, much of sponsorship value was tied to physical visibility at shows; logo placement on arenas, banners, or rider jackets. When events disappeared, so did these opportunities, forcing athletes, organisers, and brands to rethink how they delivered value. Digital platforms became the substitute arena. Livestreamed competitions, social media campaigns, and even sponsored rider diaries gave partners the reach and visibility they once expected only through in-person exposure.
This evolution reshaped ROI measurement. Sponsors no longer accepted broad claims about “brand alignment” - they wanted hard data. Media Impact Value (MIV) became a key benchmark, showing in financial terms the exposure gained through digital mentions, impressions, and content shares. The expectation for measurable ROI has not receded with the return of live events. In fact, digital activations are now expected alongside physical visibility, and equestrian brands who can demonstrate sponsor performance through analytics have a competitive edge when securing or renewing partnerships.
Lessons from COVID That Still Matter
The clearest lesson from the pandemic is that digital visibility is now essential for every equestrian business. Whether a brand sells luxury saddles, manages a competition venue, or runs a grassroots riding school, being online is no longer optional. Social media strategy, website optimisation, and SEO discoverability are the baseline requirements of trust. A customer searching for a riding helmet or a parent looking for a lesson programme expects to find updated, credible, and easy-to-navigate online content. Brands that fail to provide this risk immediate dismissal.
Another key learning is that authentic storytelling drives connection. During COVID-19, audiences responded not to polished advertising but to content that felt real, behind-the-scenes updates, rider diaries, and welfare-focused videos. Those habits remain, and equestrian brands that continue to invest in relatable content aligned with their values see stronger engagement. From show organisers livestreaming pony classes to trainers posting progress updates, authenticity remains the currency of digital attention.
The pandemic also reinforced the importance of owned media as a brand anchor. While platforms like Facebook and Instagram are powerful, algorithms shift constantly, and reliance on third-party channels leaves brands vulnerable. Websites, blogs, and email marketing proved themselves as stable and reliable touchpoints during lockdowns. That lesson is just as relevant in 2025: Equestrian brands that treat their website as a hub for sales, sponsor portfolios, and training information continue to enjoy stronger brand resilience and SEO performance.
Consumer Behaviour Before and After the Pandemic
Consumer behaviour in equestrian sport also underwent lasting transformation. Pre-pandemic, riders and owners relied heavily on in-person networks: Buying a horse often began with word of mouth, equipment purchases were made at trade stands, and training programmes were discovered through local reputation. During COVID, these pathways were disrupted. Riders had to research online, compare tack through e-commerce, and connect with trainers digitally.
The long-term effect is a consumer base that is more digitally literate and far less tolerant of brands without a strong online presence. Even as shows and tack shops returned, many riders continued to start their purchase journey online, browsing social media for product reviews, using search engines to compare services, or joining virtual communities before making decisions. The discovery process has shifted permanently, and equestrian businesses that understand how to position themselves within this digital-first journey - through SEO, structured websites, and content marketing - are far better placed to capture market share in 2025.
Data-Driven Strategy and Market Insight
What distinguishes 2025 from the pandemic years is the depth of data now available to inform equestrian digital marketing strategies. Businesses no longer need to guess which content resonates, they can measure everything from click-through rates on sale horse profiles to conversion rates from newsletter campaigns. EQuerry’s own equestrian market analyses demonstrate how different regions value different messages. North America prioritises convenience, performance, and e-commerce; Europe leans toward heritage and craftsmanship; Asia and the Middle East engage strongly with aspirational equestrian lifestyles.
For brands willing to tailor content accordingly, the payoff is significant. The US equine industry alone generates US$177 billion in economic activity, with Canada contributing over US$8.6 billion annually. South America’s growing horse economies also present untapped opportunities for brands that adapt digital campaigns for regional cultures and consumer expectations. Digital marketing strategy grounded in market research, rather than assumption, allows equestrian businesses to increase brand authority and position themselves as international players.
The Importance of Agility in Agency Support
COVID-19 also demonstrated the importance of agility, not just for brands but for the agencies that support them. In 2020, equestrian businesses that had previously relied solely on in-person marketing suddenly needed livestream solutions, digital content strategies, and online advertising support. Agencies were forced to pivot rapidly, delivering solutions that had never been in scope before. Those partnerships proved invaluable, helping businesses maintain visibility, engage audiences, and sustain sponsor relationships in a time of crisis.
Five years later, agility remains just as critical. The landscape of digital marketing continues to shift; algorithms change overnight, AI-powered search alters discoverability, and consumer expectations evolve with each new platform trend. Agencies that can adapt quickly, providing both strategic guidance and practical execution, are the difference between equestrian brands that lag behind and those that remain competitive. The lesson from COVID is that agility is not just a short-term fix but a long-term strategic advantage in equestrian marketing.
Applying the Lessons in 2025 and Beyond
The real test of COVID-era innovation is whether equestrian businesses can continue to apply those lessons today. The most successful brands in 2025 are those that use content marketing not just as decoration but as part of a structured funnel. Social media content drives discovery, search-optimised websites convert interest, and email marketing nurtures leads into loyal customers.
Equestrian apparel companies are leaning into e-commerce platforms, ensuring products are optimised for Google Shopping and promoted on Pinterest, where visual search drives high referral traffic. Tack shops are integrating sponsorship visibility into websites, giving partners measurable Media Impact Value and proving the ROI of collaborations. Event organisers are blending livestreaming and digital ticket sales, combining physical attendance with online engagement to broaden their reach.
These strategies highlight how content creation alone is not marketing. Without strategy, analytics, and measurable goals, even the most creative campaign is just decoration. In practice, this means equestrian businesses must invest in SEO keyword research, structured copywriting, mobile-first web design, and region-specific campaigns. It also means measuring more than likes and impressions, focusing instead on traffic, conversions, and long-term customer value.
Regional Differences in Pandemic Impact and Recovery
The pandemic also played out differently across global equestrian markets, leaving regional imprints that still shape digital strategy today. In North America, rapid adoption of livestreaming became standard. Riders, events, and even sales operations pivoted online, building strong digital infrastructures that remain in use today. Europe, by contrast, was slower to adopt livestreaming at scale, but when events returned, there was a surge in hybrid models that combined live attendance with enhanced digital storytelling. In Asia, where mobile-first commerce was already dominant, the pandemic accelerated reliance on digital payments, social platforms, and aspirational branding to maintain engagement.
These regional variations matter because they inform how equestrian marketing strategies should be executed in 2025. A North American sponsor may expect livestream data as part of ROI reporting, while a European audience may respond more strongly to heritage-driven content distributed through traditional and digital channels together. In Asia-Pacific, a mobile-first strategy with aspirational visual content is often the key to capturing consumer attention. The lesson is clear: the impact of COVID-19 was uneven, and equestrian marketing strategies must continue to account for these regional preferences if they are to deliver measurable results.
Conclusion: Strategy, Not Flashback
COVID-19 forced equestrian brands to embrace digital marketing faster than they might have planned, but those lessons remain invaluable in 2025. The growth of equestrian apparel, equipment, and training markets demonstrates that consumers are spending, and they are spending online. The global industry is worth hundreds of billions, and digital discoverability is a prerequisite for capturing market share.
The task now is not to remember COVID-19 as a disruption but to use it as a turning point. The businesses that thrive will be those that reinforce their digital foundations, align with regional market trends, and continue to invest in SEO, storytelling, and strategic planning.
At EQuerry, our market analyses and strategy frameworks show that digital marketing in equestrian sport is no longer a choice - it is the driver of sustainable growth. Five years on, the lessons of COVID are clearer than ever: resilience in this industry is built not just in arenas, but online.
