Equestrian Sports Industry: A Sleeping Giant Awakes

In an era defined by cultural storytelling and measurable media impact, equestrian sport is emerging as an untapped powerhouse. Our latest report explores how the sector - long viewed as exclusive and traditional - is entering a phase of rapid commercial evolution, with global participation, mainstream cultural relevance, and investor interest all on the rise.

From The Devil Wears Prada 2 generating $38.6M in Media Impact Value (MIV) before release, to outdoor brands like Arc’teryx ($7.2M) and L.L.Bean ($3.45M) driving measurable results through storytelling and owned media, the message is clear: content with cultural relevance and a data-driven marketing strategy delivers commercial impact.

So why isn’t equestrian sport doing the same at scale?

Big Numbers, Bigger Opportunity

Equestrian sport contributes around $300 billion annually to the global economy, with the US and Europe leading in output and participation. Over 27 million people ride horses each year - more than those who play golf or tennis - proving this is no niche. Add to that the 150,000+ spectators at the Kentucky Derby and the $400M economic impact in Louisville alone, and it’s easy to see: Equine sport has both reach and financial power.

Growth is accelerating in emerging markets too. Countries like China and Saudi Arabia are investing billions in racing and infrastructure, while equestrian tourism, training, and fashion are gaining traction worldwide. The sport is no longer confined to tradition - it’s being redefined. But if equestrian sport wants to compete with other global sports in marketing, media rights, and sponsorship, it must start tracking Media Impact Value. MIV, developed by Launchmetrics, calculates the monetary value of all media exposure across channels, from influencer posts to press coverage.

Currently, many equestrian brands still rely on likes, follower counts, and one-off influencer posts without tying exposure to business value. Compare this to the $5.9M in MIV generated by The North Face’s partnership with climber Alex Honnold, or the Olympic MIV boost Dior received through equestrian-themed activations, this is marketing ROI, not guesswork.

Without MIV, equestrian sport risks remaining under-leveraged. With it, the sport can begin justifying sponsorships, attracting media buyers, and building long-term brand partnerships based on results, not assumptions.

Cultural Relevance is Not a Trend

Equestrianism’s current cultural relevance isn’t just a phase - it’s a shift. The #horsegirl aesthetic has taken over TikTok and Instagram, with millions engaging in barn life and heritage style. Searches for riding boots spiked 260% YoY on ASOS, and Stella McCartney’s Horse Power campaign with Kendall Jenner turned equestrian visuals into millions in MIV almost overnight. The 2024 adaptation of Rivals brought show jumping to TV screens and fashion wardrobes, while appearances by Snoop Dogg and Martha Stewart in full riding kit at the Paris Olympics made headlines. These moments aren’t coincidental, they’re market signals.

Yet too often, equestrian brands treat cultural relevance as a surface-level campaign rather than a core strategy. To survive and thrive in today’s globalised, values-driven market, equestrian brands must understand how sport, identity, wellness, and fashion overlap. Authenticity and heritage are advantages, but only if they're modernised and shared.

The Rise of Media Rights

Globally, media rights have become the fastest-growing revenue stream in sport, forecast to surpass ticket sales and merchandise as the dominant source of income in many disciplines. This shift is driven by the explosive demand for on-demand, high-quality sports content across streaming platforms, social media, and niche subscription networks. Sports like Formula 1, tennis, and even climbing have embraced this evolution, unlocking new commercial models, global audiences, and significant increases in Media Impact Value (MIV).

Equestrian sport is beginning to follow suit, albeit at a slower pace. We're seeing more top-level competitions livestreamed on platforms like ClipMyHorse.TV and YouTube, while elite riders are investing in professional media teams, behind-the-scenes vlogs, and social storytelling. This growing content ecosystem is expanding reach, particularly among younger and international audiences who don’t have direct access to equestrian sport in their region.

However, producing content alone isn’t enough to drive sustainable growth. For equestrian sport to attract serious investment from sponsors, broadcasters, and media buyers, it must quantify the value of attention. And that’s where MIV becomes essential. Measuring likes or video views doesn’t tell you what the exposure is worth. MIV, by contrast, ties content and conversation to a commercial figure that sponsors can evaluate and track across campaigns.

To truly compete in the modern sports economy, equestrian events and brands need to start building media rights and sponsorship packages that centre on verified marketing impact.

From Heritage to High Growth

We’re already seeing the playbook succeed in adjacent sectors. Outdoor brands like Arc’teryx and L.L.Bean are generating millions in Media Impact Value (MIV) by aligning with athletes and creators who tell stories that extend far beyond the competition arena. Their success isn’t built on visibility alone, but on valued exposure; tracked, measured, and activated across channels.

Equestrian sport must now follow suit. The industry must move beyond traditional sponsorship models and begin treating media rights and digital value as core business pillars. For those willing to shift their thinking, from brands, events, federations, and investors alike, a new chapter of growth awaits: One fuelled by storytelling, scale, and measurable impact.

The sport stands at the crossroads of culture, commerce, and media. High-profile brands like Gucci, Dior, and Ralph Lauren already recognise equestrianism’s influence. Millions of grassroots riders are living the lifestyle, every day. But to fully unlock its potential, equestrian sport needs new tools, forward-thinking partnerships, and a mindset that values cultural fluency as much as tradition.

With Media Impact Value, brand storytelling, and digital innovation at the heart of its strategy, equestrian sport can gallop into its next chapter - commercially relevant, globally connected, and finally recognised as the brand powerhouse it truly is.

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