EQuerry Founder was invited to speak at the inaugural HorseTech Summit Sweden 2026, where she challenged the perception of equestrian sport as a niche industry. Drawing on EQuerry's research, her presentation explored how better audience measurement, data-driven decision-making, and modern media strategies can help unlock investment, strengthen sponsorship opportunities, and showcase the true commercial value of the global horse industry.

This report maps who rides and spectates today across the USA, Europe, and developing regions, and explains who will define equestrian sport tomorrow. Using federation data and cross-sport comparisons, it spotlights dressage, show jumping, and eventing, and the youth and grassroots programs expanding the base of participants and fans. Clear takeaways translate into strategy for equestrian federations, organizers, and brands.

Equestrian sport is no longer just a heritage pursuit - it’s a growing global industry at the intersection of media, culture, and commerce. This summary explores how storytelling, Media Impact Value (MIV), and cultural alignment are transforming the way equestrian brands and events attract sponsorship, engage fans, and build long-term value.

The next decade could redefine the global balance of equestrian sport and racing. As China, India, Japan, Thailand and the Middle East invest in breeding, infrastructure and international competition, new opportunities and challenges are emerging. Here is what to expect through 2032.

The equine industry across Canada, North America, and South America is experiencing dynamic growth. From billion-dollar economic contributions to rising interest in breeding, sport, and leisure riding, this in-depth analysis explores the sector’s evolution, challenges, and exciting future. With trends in tech adoption, sustainability, and inclusivity shaping the path to 2030, the industry is poised for a new era.