In the world of equestrian events, sponsorships are really part of the lifeblood that keeps the sport thriving across such a wide range of disciplines and across all levels not just here at home but around the world. From the glittering arenas of international competitions to the more intimate atmosphere of grassroots events or country shows, sponsors provide the financial backing, resources, and at times even the visibility that allow these events and shows to thrive.

So let’s set the scene for the beginning of an article series called The Sponsorship Dilemma.

Personally, I have had 8 or maybe 10 calls across the last 4 weeks asking for us to cover this here at The Grassroots Gazette or at least “open up a discussion on it” as one person put it.

These calls have come from people that own or lead brands… be they established brands and new brands and a really from a wide variety of companies. Those calls came from managers of both smaller and bigger businesses. Some calls came straight after events or shows they’ve been sponsoring, some calls were about being worried about upcoming shows at the time that these companies were sponsoring and others that “have given up on sponsoring”.

I went to Google and typed in a simple question.. I asked it to tell me – “How Sponsorships work?” one of the first answers that came up for me was… a question…

What does a Sponsor get in return? the answer… “Sponsors may contribute funds, goods, services, or expertise to help cover the costs of organising and hosting the event. In return, sponsors typically receive branding opportunities, such as logo placement, advertising space, mentions in promotional materials, and access to the event’s audience or participants“.

This can be tricky though right? A lot of events and show organisers are volunteers. Some of the small, medium and even big affiliates are stretched with team sizes and the amount of details involved in an event or show. There are so many things to think about. and that’s not to mention the people behind country shows or smaller events across the country.

Organisers, many of whom are volunteers, are pouring their hearts into these events. They’re committed to the sport, to their local community, to continuing the legacy, to ensuring that grassroots riders and young riders have platforms to compete and progress, often with little to no financial gain themselves. But they’re not marketing professionals or brand activation experts. They’re running the events with passion, but not necessarily with the tools or resources to deliver the kind of exposure that sponsors now expect in the social media age. And lets be clear for the online stores – More than 85% of consumers worldwide rely on video when buying online.

For many sponsors, frustration is creeping in. The return on investment (ROI) from sponsoring grassroots events is often unclear and at times poor. A logo on a banner, a mention in a programme… it’s simply not enough anymore. There’s no lasting engagement, no connection that sticks beyond the day of the event, and for a lot of sponsors, there’s little visibility of their brand beyond that brief moment.

It’s important to acknowledge that this frustration isn’t about a lack of appreciation—it’s about a system that hasn’t evolved with the times. In a world where marketing and brand visibility are everything, traditional sponsorship methods are falling short.

It’s not about effort—it’s about effectiveness.

I mentioned passion earlier… Passion alone can only carry things so far. Without a deeper understanding of what sponsors need, these events can’t provide the engagement or results that justify continued investment according to these sponsors. There’s a gap here… and it’s not about blaming organisers or sponsors, but recognising that the landscape of sponsorship has changed, and we need to adapt with it.

Meanwhile, participants—the riders, spectators, and even the winners—often don’t engage with the sponsors in a meaningful way. You win a prize; you give a quick thank you, and that’s usually where it ends. There’s no ongoing relationship, little to no follow up promotion of the businesses that are funding these events. Riders and attendees move on to the next show, while the sponsors, who’ve supported the event, are left without any long-term connection to those they’re trying to reach and engage. But then, at the same time, who has trained the riders to be “Influencers”, Media Personalities or Video Creators or thought them how to be comfortable on camera??? Half of the grassroots crew hated being on video at the start, you should have seen the amount of retakes during the rider academy!!! BUT there has to be a way… and there nearly always is.

This is where the real opportunity lies when you really think about it and this is what has taken me a while to write this piece… We needed to draft and think about viable solutions and models to try address this.

There’s no longevity, no scalability, no ongoing relationship. Sponsors in their words “are treated like a one-time transaction”, rather than partners in a broader mission to support and grow the sport. But sponsorship should be more than that. It should be seen as a partnership that extends beyond the day of the event—one that builds a lasting connection between the sponsor, the riders, and the wider equestrian community.

Grassroots events are the foundation of the sport. These are the events that nurture future talent, bring communities together, and keep the sport alive at the local level. Withour Volunteers these events can’t run, without riders these events aren’t will lack footfall and Without sponsorship, these events can’t thrive. They rely on the support of businesses to provide prizes, funding, and visibility—but if sponsors continue to feel they’re getting nothing in return, they’ll hesitate to support again. And once that support dries up, it’s the grassroots level that suffers the most.

“The first step to solving a problem is admitting you have one.”

And right now, the system isn’t working as well as it could be. That’s not to say it’s beyond repair, but we need to recognise that change is necessary if we want to build a stronger future for both sponsors and the sport itself.

So what’s the way forward? Sponsors need to feel that their contributions are valued, not just for the event, but for the wider equestrian community. They need visibility that goes beyond a single day—through digital platforms, social media partnerships, and ongoing engagement with riders and fans alike.

Event organisers, while often stretched thin, can start small. It’s not about being a marketing expert overnight, but it’s about taking steps to offer sponsors more tangible value. Whether it’s through personalised social media shout-outs, branded content from the event, or rider-driven engagement, there are ways to provide more exposure without needing huge resources.

And riders… they have a role too. It’s easy to walk away from a show with a ribbon and forget about the brand behind it, but that brand has supported the sport you love. A little effort from riders—whether it’s acknowledging the sponsor on social media, promoting their business, or even building a relationship—can go a long way in creating the kind of engagement that makes a sponsor want to return.

It’s not just about sponsorship, it’s about creating a partnership that benefits everyone. The organisers, the sponsors, the riders—everyone has a role in this. It’s not about pointing fingers or placing blame; it’s about recognising that we all want the same thing… a thriving grassroots scene where businesses feel valued, events can grow, and riders have the opportunities they need to progress.

“It’s time to rethink how we approach sponsorship at a grassroots level… before we lose the opportunities that are still within our reach.”

With a bit of fresh thinking and collaboration, there’s a way forward that could lead to stronger, more sustainable partnerships that support the sport we all care about and for us, especially at a grassroots level.

I have a follow-up piece on this with what I see as viable solutions as a person with a lot of experience in marketing, media and brand activation. There is a way for this to work, but all parties a.) have to want to make it work and b.) need to follow through and do their part. I get the complexities… I do. Just because we add structure doesn’t mean Volunteers, as an example, suddenly have more time… BUT it can make it easier, it can generate value and once consistent, then it becomes a natural habit.

This a Dilemma and one we need to speak about and try to address the negative implications if we don’t address this… really are not nice to think about. Just think of the shows and events that could be lost, the opportunities for the N3xt Generation, the opportunities for you and your horses or ponies.

Again, “The first step to solving a problem is admitting you have one.”

Until Next Time,

Shane