Bridging the Gender Gap in Equestrian Sponsorship and Visibility

Germany's Jessica von Bredow-Werndl takes Gold at the Dressage European Championships 2023 in Riesenbeck. Photo: Andrea Rodrigues for EQuerry / Co

Sponsorship is critical in equestrian sports, where high costs are associated with training, equipment, travel, and horse maintenance. Despite the prevalence of women in the sport, male athletes are often perceived to have broader appeal, which contributes to their greater sponsorship opportunities. This pattern is consistent across sports, with men’s events in tennis, football, and other mainstream sports often receiving more media attention and investment.

The portrayal of female athletes in marketing also plays a role in this imbalance. The article notes that ads featuring male equestrian athletes tend to receive fewer negative comments, while female athletes often face derogatory remarks. However, content featuring female riders tends to perform well, especially with female audiences. Ads and organic content featuring women typically see higher engagement rates, likes, shares, and comments. This could be due to the large proportion of female participants in equestrian sports and the growing interest in gender diversity and representation, especially among younger generations.

The article encourages brands to invest more in female athletes and to challenge existing gender stereotypes in marketing. Not only is this fair, but it also makes good business sense, given the large and loyal female audience in equestrian sports. Female riders resonate with this demographic, and content featuring them often leads to higher brand recall.

Drawing comparisons to tennis, the article highlights how equal prize money in Grand Slam tournaments and increased media coverage of female players helped close the gender gap in that sport. Similarly, if female equestrian athletes received more visibility, sponsors would be more likely to invest in them, further closing the gap in equestrian sports.

In conclusion, closing the gender gap in equestrian sponsorship requires greater visibility and support for female athletes. Brands and organisations need to invest in female riders, as they not only dominate participation but also represent a valuable demographic. Increasing media coverage of women’s events and challenging stereotypes in marketing can attract more sponsors, elevate female athletes, and promote growth and fairness in equestrian sports.

For the full article, head to our LinkedIn. Found this interesting? Further thoughts on Redefining Stereotypes in the Equestrian Industry can be found in an article we wrote for The Plaid Horse.