Equestrian sponsorship is far more common than most riders realize because, unlike in other sports, corporations who sponsor horse shows and other equestrian activities are not as visible. Although equestrian sports are part of the Olympic games and other high-profile events, they are not nearly as popular as, for example, basketball.
However, this does not mean that riders who need competition funding have reached a dead end. Rather, it simply means that these riders must know where to look for horse show sponsorship and how to approach potential donors.
Create a Press Kit
The first step to obtaining equestrian sponsorship is to create a professional profile. Riders in need of competition funding should prepare a horse show press kit that includes, among other things:
- Photographs of horse and rider;
- Biographical information for horse and rider;
- List of awards won;
- Press clippings from recent events; and
- Sponsorship options.
The horse show press kit should be enclosed in a professional-looking folder with the rider's name and contact information on the front. If possible, it pays to have this press kit prepared professionally by a stationery or advertising company.
Determine Requirements
How much money is needed for competition funding? Will multiple parties be approached about horse show sponsorship. Before asking corporations and other entities for support, riders need to develop a game plan that includes what exactly they are looking for.
An eventing rider who has just been accepted to Young Riders and is hoping to go to the Olympics in four years will have different needs from a reining professional who wants to make it big with breeding and training. It is important to know how much capital needs to be raised and where that money will go.
Additionally, any corporation that considers equestrian sponsorship will want to know where its dollars are being used:
- New horse acquisition
- Equipment
- Horse show entry fees
- Land and structures
- Starting a business
All of these things can fall under the purview of horse show sponsorship, but no one is going to give a rider money for competition funding if he or she does not know exactly how that money is being spent.
Contact Sponsors
Once all of the planning stages are complete and the rider has professional literature to present, he or she can begin contacting sponsors. He or she might want to start with local businesses, such as tack shops or equine feed stores, before going national.
It is also important to avoid discounting non-equestrian sponsors. Horse show sponsorship does not necessarily mean that everything needs to have a horse theme, and riders will have more options depending on how well they are known on a regional and national level.
Have Something to Offer
Horse show sponsorship always comes at a price. This is usually not an investment wherein the sponsor expects to be paid back what he donates with interest, unless the money is used to start a business. Rather, equestrian sponsorship is an advertising opportunity.
Riders in need of competition funding should be prepared to display sponsors' information in a number of places. These can include:
- Web site
- Show banner
- Press releases
- Show product display
- Personal/professional correspondence
- Saddle pad
The more places a rider can advertise horse show sponsorship, the better, because this provides more incentives for sponsors to take part.
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