Research-Based Marketing: The Key to Breaking Barriers and Securing the Future of Equestrian Sport
Equestrian sport stands at a crossroads. On one side, it faces age-old perceptions of elitism and rising barriers to entry; on the other, increasing internal and public scrutiny of its practices and purpose. Navigating this path requires a new approach. As a research, marketing and communications agency, we consider research-based marketing – using data-driven insights to guide strategy – a powerful way to both break down accessibility barriers and protect the sport’s social license to operate. This article examines how solid research and smart marketing can secure a vibrant, inclusive future for equestrian disciplines, drawing lessons from within horse sport and beyond.
The Role of Research in Understanding Barriers to Accessibility
Breaking into equestrian sport has never been simpler; however, to grow the sport, we first need to understand why many prospective riders or fans are deterred. Studies consistently show that financial cost is the number one barrier to equestrian participation. In one survey of riders, an overwhelming 97% identified cost as a factor limiting involvement. This dwarfs other hurdles like time commitments (cited by ~74%) or family obligations (~63%). Simply put, the expense of horses, equipment, training, and competitions is viewed as the largest gatekeeper.
Cultural and logistical barriers also loom large. Equestrian sports have historically attracted a narrow demographic, often skewing white and affluent. As the diversity advocates at Strides for Equality Equestrians point out, the United States population is increasingly diverse but “equestrian sports do not reflect that reality.” On a logistical level, factors like lack of local riding facilities (noted by ~60% in the survey) or limited access to instructors and competitions create practical hurdles.
Data-driven insights help pinpoint these barriers with precision. For example, a teenager from a non-horsey family in an urban area faces a different hurdle than a middle-income adult rider. Surveys, focus groups, and demographic data allow equestrian organizations to identify and address specific audience pain points. Marketing campaigns can then be tailored to speak to each group’s needs – making equestrian sport feel more attainable.
Other sports offer instructive examples. Golf has battled an elitist image and high cost of entry that once discouraged newcomers. The industry’s response was guided by research into public perceptions and resulted in programs like The First Tee and casual formats like Topgolf. Tennis also recognised that being seen as a “country club” sport was limiting growth. Outreach initiatives placed rackets in kids’ hands in parks and schools, supported by promotional campaigns featuring diverse talent.
Motorsport launched grassroots initiatives such as Motorsport UK's "StreetCar" program to challenge assumptions around accessibility. The program emphasised participation with ordinary vehicles and modest entry fees, showing that entry-level engagement doesn’t have to come with elite costs. Equestrian sport can take a similar approach: promoting lesson programs, horse-sharing, leasing, or schooling shows to reduce the cost barrier. If research shows that potential riders aren’t aware of these options, marketing must deliver that message clearly.
Audience segmentation research also enables more inclusive campaigns. Within the broad category of “horse enthusiasts” are sub-groups with unique motivations and constraints. Data might show that younger audiences engage via social media and value experiences over competition, while middle-aged returning riders prefer flexible schedules and family-friendly facilities. Tailored strategies can speak to each segment: vibrant digital content for younger fans; practical messaging for adults juggling work and family. Formula 1 has used this method effectively to grow new audiences, such as the Netflix series that drew in non-traditional fans by aligning with their media habits.
The bottom line is that identifying barriers is the first step to lowering them. Solid research – from quantitative surveys about why people quit riding, to qualitative interviews about what might entice them back – should underpin any serious accessibility initiative. For example, when 70% of riders said recognised competition costs were too high, the United States Dressage Federation responded with a Regional Schooling Show Awards Program. Launched in 2020, it offered riders the chance to earn awards in more affordable local competitions. This research-led initiative validated a lower-cost pathway and repositioned it as an inclusive, credible part of the sport.
Shaping Public Perception and Protecting Social License
Every sport ultimately depends on public goodwill, or at least public acceptance, to survive and thrive. In recent years, equestrian sports’ “social license to operate” has come under increasing scrutiny. Social license refers to society’s acceptance of an activity, and for equestrianism it boils down to this: do people outside the horse world view it as an ethical, worthwhile sport, or as an outdated practice inconsistent with modern values? Maintaining that public trust is vital.
The welfare of the horse is at the core of social license discussions. Equestrian sport uniquely involves an animal partner, and societal norms about animal use are rapidly evolving. A recent FEI global study highlighted that 67% of the general public are concerned about the involvement of horses in sport. Even within the equestrian community, there is acknowledgement of these concerns: in the same study, 78% of stakeholders agreed welfare standards need to improve. In 2022 the FEI formed an independent Equine Ethics and Wellbeing Commission to address issues that could “affect ongoing social acceptance,” with a mandate to ensure policy is evidence-based and aligned with public expectations.
Such research-backed insights can guide storytelling and messaging that resonates with the public. If data shows that the public’s top concern is whether “horses enjoy being involved in sport,” equestrian organisations can respond with content that highlights strong horse-rider bonds, behind-the-scenes care, and improved training techniques. When the Modern Pentathlon controversy erupted in Tokyo, it wasn’t just a PR issue for pentathlon – it rippled across all horse sports. While that discipline removed equestrian entirely, mainstream sports doubled down on welfare-focused reforms. FEI president Ingmar De Vos noted that equestrianism is under more public scrutiny than ever and must embrace it to maintain trust.
Public sentiment impacts sponsorship, attendance, and media portrayal. In 2023, a series of horse fatalities during the Grand National in the UK prompted swift sponsor withdrawals, including Marsh and EFT Systems. These companies cited reputational concerns after protests and widespread media attention. Such examples underscore how negative perception can translate into financial and reputational losses. Sponsors do not want to be associated with controversy, and neither do spectators or broadcasters.
Marketing professionals must act as custodians of the sport’s image, using facts and positive narratives to shape public opinion. Listening to concerns and guiding messaging is key. For instance, a federation might prioritise a campaign about improved safety measures in eventing after identifying public interest in welfare. European Equestrian Federation leaders have publicly acknowledged that the sport must evolve, stating in 2024 that equestrianism must "prioritise the horse at the centre, from the grassroots up," and remain open to change.
One of the most effective tools for improving perception is research-backed storytelling. Documentary-style content that follows the lives of horses, riders, vets, and farriers can build empathy and demystify care practices. Viewers might watch a top rider hand-graze a horse after a round, or a farrier crafting custom shoes, and come away with a deeper understanding of the sport’s realities. These narratives counter simplistic ideas of exploitation by showing commitment, partnership, and progress.
Media coverage is also influenced by sentiment. Journalists respond to public mood, and a sport seen as transparent and proactive on welfare will earn more favourable press. Regular polling, feedback collection, and strategic messaging help equestrian organisations stay ahead of potential reputational risks. In short, protecting equestrianism’s social license requires proactive communication rooted in genuine, evidence-led engagement.
Using Consumer Data to Drive Smart Marketing
One of the most powerful developments in sports marketing today is the increasing ability to access and analyse consumer data. For equestrian sport, which often operates with limited budgets and a need to reach diverse and sometimes hard-to-reach audiences, data-driven insights offer a way to be more strategic, efficient, and effective. Understanding who the audience is, what they value, and how they engage enables more targeted communication and personalised fan experiences, both of which are key to growing participation and maintaining relevance.
A valuable application of consumer data lies in sentiment and engagement monitoring. By analysing public conversations across social media, fan forums, and event feedback, communications teams can gauge how fans and stakeholders are responding to specific events, riders, or topics. This type of insight allows federations and organisers to understand the emotional landscape around the sport, what excites people, what concerns them, and where confusion or controversy might arise. For instance, when fans consistently respond positively to particular horse-athlete partnerships or feel unclear about how dressage scores are calculated, marketers and communicators can craft content that either amplifies positive sentiment or addresses pain points with clarity.
An example from another sport: when Nashville SC analysed thousands of fan comments across Reddit and other platforms, they found clear patterns in what engaged their audience, particularly a spike in conversation after team wins and a noticeable absence of sponsor mentions. This insight gave their marketing team a roadmap: strengthen sponsor integration and publish celebratory content during key emotional peaks. In equestrian sport, similar data-informed strategies can be applied to ensure content aligns with real audience interests, not just internal assumptions.
Personalisation is another area where consumer data is essential. Information gathered from ticketing platforms, livestream viewing patterns, email newsletter engagement, and website behaviour can help marketing professionals segment their audiences meaningfully. Rather than sending blanket messages to everyone, organisations can tailor content based on real user behaviour, serving more cross-country content to eventing fans, or highlighting freestyle dressage for those who engage with that discipline. This kind of responsive marketing builds stronger relationships with fans, making them feel seen, understood, and valued.
Fan experience, too, can be enhanced when communications are guided by data. For example, understanding when viewers tend to drop off a livestream can help shape future broadcast formats. Identifying which types of behind-the-scenes content generate the most shares or comments can inform future storytelling. Data doesn’t tell the story on its own, but it reveals the patterns that help marketing and communications teams decide which stories to tell, and how best to tell them.
On the horse welfare and accessibility side, advances in equine technology are also generating useful data that supports the sport’s broader communications goals. For example, digital health monitoring tools can give new or amateur owners peace of mind and help reduce the intimidation factor of horse ownership. These tools aren’t just helpful in practice, they’re also a powerful communications asset. When federations, event organisers, or sponsors showcase how technology is being used to promote horse wellbeing, it reinforces the message that equestrian sport is responsible, forward-thinking, and actively evolving to meet modern welfare standards.
Importantly, the aggregate data collected through such technology can feed into the sport’s research and communications efforts. When large datasets reveal patterns, such as increased signs of fatigue after multi-day shows or improved welfare outcomes linked to specific training practices, governing bodies can make evidence-led adjustments. Communicating these changes transparently, and showing how data has directly informed welfare improvements, sends a clear message to both participants and the public: equestrian sport is proactive, not reactive, when it comes to the care of horses.
In sponsorship and media relations, data plays a similarly critical role. Today’s brand partners expect more than visibility, they want evidence of return on investment. Communications professionals must be able to track and report on where and how a sponsor is seen, what kind of audience is reached, and what levels of engagement their campaigns achieve. Whether through broadcast tracking, social media reporting, or detailed audience profiling, these insights help make the case for long-term investment. But it is human strategy, not just data collection, that turns those numbers into compelling sponsorship stories, and builds trust with commercial partners.
Ultimately, consumer data is most powerful when placed in the hands of skilled marketing and communications professionals. It can reveal opportunity, inform strategy, and improve outcomes, but only when interpreted and acted on with creativity, context, and care. In equestrian sport, where every communication carries the weight of both heritage and scrutiny, the ability to craft smart, evidence-led marketing is not a luxury, it’s a necessity.
Why We Need Non‑Endemic Investment and Research‑Driven Strategies
Equestrian sport has long relied on endemic brands, those directly tied to horses, such as feed suppliers, saddle-makers, and equine insurers, for sponsorship and funding. While these partners remain vital, the future demands a broader vision: attracting non‑endemic brands with deep pockets and diverse audiences, think automotive, technology, finance, fashion, and wellness. Their involvement is not just welcome; it's essential for expanding reach and elevating public perception. However, to bring these brands onboard, equestrian sport must speak their language, and that language is data, insights driven by research and strategic marketing.
Firstly, non‑endemic brands invest where they see clear value: audience demographics, alignment with brand values, and measurable return on investment. They need data on who watches equestrian events, what these viewers care about, and whether they resonate with brand messaging. By conducting audience research, demographic profiling, psychographic segmentation, sentiment analysis, sport marketers can build proposals that resemble those presented to sponsors in global sports like F1 or tennis. These insights signal that equestrian sport is more than a niche pastime: it’s a platform with affluent, engaged, and values-driven audiences that match elite lifestyle brands.
Secondly, the topic of animal welfare, the backbone of equestrian sport, is also its greatest commercial vulnerability. Wise as it is to champion equine welfare, open industry discussions sometimes make investors uneasy, particularly those unfamiliar with the sport’s care standards. Non‑equestrian brands often fear negative associations, from viral footage to whistle‑blower exposés, undermining their own reputations. That’s why demonstrating rigorous, research‑guided welfare commitment is critical. We must quantify welfare improvements, track reductions in incidents, and showcase how our sport addressed challenges proactively. Transparent, data-driven communication here helps investors feel confident their sponsorship won’t backfire, but rather aligns them with ethical sporting values.
To illustrate that non‑equine brands can and do invest in horse sports, even those with substantial welfare scrutiny, consider the horse‑racing sector. Despite high-profile controversies, racehorse sponsorship remains a multi‑billion-dollar business. The global horse‑racing market is projected at US $523 billion in 2025, growing at ~8.8 % annually through 2032, and expected to climb to nearly $928 billion by 2032. Major international races, Kentucky Derby, Grand National, Melbourne Cup, draw millions of spectators and countless sponsors. Beyond endemic betting firms, there is growing appeal from travel, hospitality, fashion, and automotive brands. A Publicis report notes that 44 % of British racegoers are millennials, and that many non‑endemic brands remain untapped due to “misconceptions about the audience”. Yet there is clear movement: Championship Horse Racing launched with non‑gambling, non‑alcohol sponsors, focusing on welfare, entertainment, and community, to shift brand interest.
This demonstrates a vital point: Even in racing, arguably the industry under most public welfare scrutiny, non‑endemic brands can be convinced to invest when research-backed audiences, welfare narratives, and entertainment value are clearly presented. The opportunity is no different for dressage, show jumping, and eventing, where welfare risks tend to be lower, yet public recognition and sponsorship potential remain underutilized.
But it will take strategic marketing and communications grounded in research to break through. This means using audience profiling to understand who watches and participates in equestrian sport, demographics, interests, and values, and aligning that with potential sponsor objectives. It means gathering transparent data on welfare outcomes, such as injury rates and veterinary standards, and turning those into narratives that reassure rather than alarm. It requires implementing AI-enabled tools to quantify return on investment, from logo visibility to real-time sentiment tracking. And it involves crafting compelling storylines that position equestrian sport not as static or exclusive, but as heritage-rich, welfare-forward, and lifestyle-connected, offering rich storytelling opportunities across digital platforms.
By weaving these elements together, equestrian sport can present a compelling, evidence-based case to non-endemic investors: here is a large, affluent, and engaged audience; here is our strong commitment to welfare; here are the metrics to prove your investment matters.
Getting the right sponsors isn’t just about securing money; it’s about elevating the sport's public perception, increasing visibility in new demographics, and reinforcing equestrianism’s ethical credentials. Done well, research-based marketing can transform sponsorship from niche partnerships to high-profile brand collaborations that reinforce social license and propel equestrian sport into the mainstream.
The Future is Evidence-Led
Equestrian sport is under more scrutiny than ever before. The pressure to become more accessible, more inclusive, and more ethical is not a passing trend, it’s a signal of broader societal shifts. For federations, brands, and governing bodies, this moment presents both a challenge and an opportunity. Those who rely on tradition and intuition alone may struggle to retain relevance. Those who embrace research, data, and strategic marketing as tools for transformation will lead the sport into a new era.
The insights are already clear: financial and cultural barriers limit access; public trust hinges on transparent welfare standards; and emerging technologies like AI can help the industry understand and engage its audiences with unprecedented precision. What’s required now is a commitment to act on these insights, not reactively, but proactively.
Equestrian sport has always prided itself on excellence, partnership, and discipline. To sustain that heritage, the industry must match its horsemanship with a new level of marketing professionalism. That means using sentiment data to shape campaigns. It means listening to riders, spectators, and critics alike. It means telling better stories, stories backed by evidence, and focused on real impact.
By making research central to its marketing strategies, the equestrian world can begin to dismantle long-standing barriers and restore public confidence in the horse-human partnership at the heart of the sport. This isn’t about softening the message or compromising performance. It’s about ensuring that the message, like the sport itself, is credible, compelling, and built to last.
Sources:
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