Equestrian Trade Across Borders: Post-Brexit Marketing and Growth in 2025
Updated: January 2025
The equestrian industry has always operated across borders. Horses are bred in one country, sold in another, and often transported halfway across the world to train or compete. Creative professionals, from photographers to content specialists, follow the movement of the sport. Auction houses and sales companies depend on international bidders, while brands and sponsors aim to capture visibility in multiple regions at once.
But in 2025, the mechanics of cross-border equestrian business have changed. Following Brexit, shifting import/export regulations, restrictions on travel for UK professionals, and evolving consumer expectations are reshaping how equestrian brands grow internationally. What once relied on smooth logistics and personal connections now depends on strategic planning, digital visibility, and marketing frameworks that can adapt to the complexities of international trade.
Import/Export Pressures on the Equestrian Economy
One of the most pressing issues facing equestrian businesses in 2025 is the reality of moving horses between the UK and the EU. What was once a routine process has become costly, time-consuming, and heavily bureaucratic. Since Brexit, the automatic right of free movement has been replaced with customs procedures, veterinary checks, and higher taxes that have fundamentally changed the economics of horse transport.
Import duties and VAT are a major sticking point. Horses travelling from the EU into the UK are now subject to a 20% import VAT charge based on the value of the animal, alongside potential customs duties depending on classification. For competition riders, this means that even temporary journeys, to attend shows, clinics, or training in Europe, can trigger significant costs if paperwork is not perfectly aligned. On equestrian forums, riders have described the shock of being asked to pay thousands of pounds in upfront VAT simply to cross the Channel with their horses, even for short-term trips.
The paperwork burden is equally heavy. Horses must now travel with an Export Health Certificate (EHC), secured through an official veterinarian, and pass through Border Control Posts that are not always well equipped to handle live animals. Delays at ports and airports are common, and in some cases horses have been held in transit for extended periods, raising welfare concerns. Professional producers and breeders who move horses frequently for sales or competitions have spoken openly in the equestrian press about losing training time, missing events, and facing spiralling costs because of these new layers of red tape.
Data underscores the challenge. Between May and June 2025, UK exports of horses fell by 16.2% year-on-year, dropping from £13.8 million to £11.6 million. Smaller businesses in particular struggle to absorb these added costs, while larger yards have been forced to hire dedicated staff or work with specialist transport companies just to manage the documentation and customs declarations.
Auction houses and sales companies are adapting by offering hybrid or fully digital auctions. High-quality livestreams, interactive bidding, and detailed catalogues give international buyers confidence, but success depends on transparency. Hidden transport costs or unexpected import liabilities can undermine trust. Some auction houses are now making logistics a central part of their marketing, offering buyers turnkey solutions that cover everything from health certificates to shipping.
The net effect is that cross-Channel trade has slowed and become more expensive. Yet for those who adapt, there is opportunity. Businesses that position themselves as logistics-savvy, providing clarity on costs, reassuring clients about welfare, and showcasing export readiness, are not only surviving but building reputations as reliable global partners.
Creative Economy and Travel Limits
It is not just horses that cross borders, the equestrian industry’s creative economy also relies heavily on international movement. Photographers, videographers, journalists, and marketing professionals follow the sport to deliver sponsor visibility and global media coverage. But in 2025, UK-based creatives face tighter restrictions when working within the EU. Limited visa days and stricter equipment transport rules mean it is no longer possible for many to follow the European circuit continuously.
These constraints complicate content production at a time when consistent storytelling is central to sponsor ROI. Athletes risk losing coverage at key events, while competitions struggle to guarantee the international exposure that brands expect. Creatives themselves face higher overheads, with new rules on transporting equipment and restrictions on vehicle use making it more costly to operate in Europe. Studies show that in the wider UK creative sector, mobility challenges since Brexit have already caused reduced competitiveness, with as many as 15% of roles previously filled by foreign nationals now harder to replace.
In response, the industry is finding workarounds. Many UK professionals are collaborating with European colleagues, creating hybrid content models where local photographers capture raw footage while UK editors and digital marketers package it for sponsors. Social media activations increasingly blend live coverage with remote editing, ensuring consistency even when travel is disrupted. For brands, this has accelerated the shift towards flexible, multi-partner marketing strategies, where redundancy is built in and no single creative partner holds all responsibility.
The lesson is clear: Equestrian marketing in 2025 must plan for contingencies. Relying on one photographer, one journalist, or one media outlet is risky in a fragmented regulatory environment. Successful campaigns combine local talent with digital-first storytelling, ensuring sponsor visibility and brand presence remain intact across borders. For creatives, showcasing not just personal artistry but also networked collaboration is becoming a competitive advantage.
Logistics as Marketing: Building Trust Across Borders
The challenges of import and export ripple through every aspect of equestrian business strategy. Horses, equipment, apparel, feed, and even personnel all depend on international logistics. In 2025, the complexity of cross-border movement is increasingly shaping brand perception and commercial growth.
For breeders and auction houses, logistics have become part of the sales pitch. Buyers want to know not just about bloodlines or performance records but also how quickly and safely a horse can be delivered. Transparency around health certifications, transport partners, and customs processes is now a differentiator. Breeders who highlight export readiness in their marketing, or auction houses that clearly outline expected costs and timelines, are better placed to win international buyers.
Equestrian retail faces similar pressures. Tack shops and apparel brands selling across borders compete in a digital-first market where delivery times, customs duties, and returns policies influence purchase decisions as much as product quality. Across all sectors, nearly 70% of online shoppers abandon carts when faced with unexpected taxes or shipping fees at checkout. For equestrian retailers, whose products are often high-value and specialised, the message is clear: Transparency about logistics is as important as product excellence.
Events and organisers must also account for logistics in their marketing. Sponsors now demand visibility across multiple regions, whether through broadcast, livestream, or media coverage. Athletes factor in the ease of travel and horse entry when choosing where to compete. Successful organisers highlight smooth cross-border processes, reliable facilities, and international exposure as part of their brand story.
Real-world transport providers illustrate the point. Peden Bloodstock, one of the world’s largest equine logistics firms, coordinated the movement of more than 440 horses from 40 countries for the Tokyo 2020 Olympic Games, despite pandemic restrictions. Their marketing emphasises not just scale but also welfare, veterinary oversight, and seamless customs handling. Horse Transport Europe, another major operator, has built its reputation on openly communicating timelines, welfare standards, and EU–UK compliance. These examples show how logistics expertise itself becomes a form of brand-building.
The takeaway is simple: In equestrian sport, logistics is marketing. A breeder that demonstrates export expertise, a tack brand that offers transparent shipping, or an event that reassures about border procedures is building trust—and trust drives growth. As EQuerry’s market analysis shows, regions with the strongest logistics frameworks, Germany and the Netherlands in breeding, North America in event hosting, the UAE in high-performance horse imports, are the ones attracting disproportionate investment.
For equestrian businesses, the path forward is to embed logistics into their storytelling. Marketing across borders cannot stop at pedigree or product; it must communicate the reliability of the process behind it. That combination of credibility and visibility is what fuels sustainable growth in a border-spanning industry.
Regional Trade Trends & Negative Spill-Overs
Trade data also highlights the pressures facing the equestrian economy. UK exports to the EU overall declined sharply in the years following Brexit: One Aston University study found exports fell by about 27%, while imports fell by around 32% between 2021 and 2023. Sectors dependent on frequent small shipments, such as tack, saddle parts, and safety gear, have been hit hardest by customs delays, VAT complications, and regulatory red tape.
Another challenge is cost escalation. Some estimates suggest that the expense of preparing horses for export, once relatively manageable, has risen by as much as 300% due to additional veterinary testing, certification, and brokerage fees. For breeders and producers, these costs squeeze already tight margins, particularly for small and medium-sized yards.
Yet there are positive signals. EQuerry’s global breeding and sales market analysis shows that demand from the Middle East, Asia-Pacific, and North America for European sport horses continues to grow. Auction houses with robust digital platforms and integrated logistics services are achieving higher sales values, often because international buyers are willing to pay more when export documentation and delivery timelines are guaranteed. Regions with strong reputations for logistics, such as Germany and the Netherlands, are consistently outperforming those without.
Market Growth and EQuerry’s Insights
EQuerry’s global market analyses confirm that equestrian trade and growth are increasingly internationalised. European breeding programmes continue to drive demand across the US and Asia, with auctions reporting rising participation from Middle Eastern buyers. North America remains a commercial powerhouse for sport horse sales and events, while Asia-Pacific is showing accelerating demand for equestrian lifestyle products and high-performance horses.
This internationalisation is not without its pressures. Supply chain delays, regulatory bottlenecks, and regional travel policies all affect the speed and cost of doing business. But for companies that can adapt, the upside is substantial. Equestrian apparel markets are projected to surpass US$10 billion globally by 2032, equipment is forecast to exceed US$3.5 billion by 2035, and equestrian training services are growing rapidly both in-person and online. Businesses that align marketing with trade realities can capture more of this expanding pie.
Cross-linking to EQuerry’s “Across Borders” marketing strategies, the lesson is clear: Building international presence requires not just creativity but also structural adaptability. Campaigns must be designed to operate seamlessly in different regions, reflecting not only cultural expectations but also trade and travel realities.
Marketing Across Borders: Strategies for 2025
For equestrian businesses, the key to marketing across borders in 2025 is agility. Auction houses need hybrid sales models that deliver equal value to on-site and remote buyers. Breeders and producers must market not only the horse but also the logistics of safe, compliant delivery. Creative professionals need to highlight their ability to collaborate internationally when travel limits apply. And brands at every level must ensure digital platforms carry the weight of discoverability, sponsorship ROI, and customer trust.
Strategies that succeed are those that treat digital marketing, logistics, and international growth as interconnected. A competition organiser cannot sell sponsorship without proving international exposure. A rider cannot attract global owners without a digital presence that showcases results and reach. A tack company cannot expand into Asia without transparent communication about delivery, customs, and service. Marketing across borders in 2025 is not about decoration, it is about resilience, credibility, and strategy.
Final Thoughts: Equestrian Growth Is Global
The equestrian industry has always been international, but in 2025 the stakes are higher. Import/export rules shape sales strategies, limited travel days reshape creative delivery, and logistics define brand reputation as much as performance or pedigree. Businesses that succeed will be those that integrate marketing and trade, ensuring credibility and visibility in equal measure.
As EQuerry’s market insights show, global growth is within reach. But it requires strategies that work across borders, align with regional realities, and adapt to an industry where horses, people, and ideas are constantly on the move. For equestrian businesses, the opportunity is clear: Cross-border marketing is not just the future , it is the present.
