Market Analysis: The European Horse Industry
The European horse industry is a diverse and economically significant sector encompassing horse racing, breeding, equestrian sports, and leisure riding. It is estimated to have an annual economic impact exceeding €100 billion and supports around 400,000 full-time equivalent jobs across Europe.
Europe is home to nearly 7 million equine animals (horses, ponies, and donkeys), reflecting the widespread popularity of horse-related activities. This report provides a structured overview of the industry’s market size and structure, its economic impact, breeding and sales dynamics, key challenges and opportunities, future trends, and expansion prospects, backed by data and insights.
Market Overview
The European equine industry is one of the largest in the world, with an estimated value over €100 billion per year. This broad sector comprises several interrelated segments:
Horse Racing: A major commercial segment driven by thoroughbred and harness racing. Europe hosts approximately 78,000 horse races annually (including flat racing, jump racing, and trotting), attracting large audiences and betting turnover. For example, Ireland alone sees about 1.3 million racegoers per year, and its horse racing betting industry handles roughly **€4 billion in annual turnover. Major racing events such as Royal Ascot (UK), Prix de l’Arc de Triomphe (France), and the Irish Derby are internationally renowned, and Europe’s racecourses and jockey clubs (e.g., France Galop, The Jockey Club in Britain) are key industry players.
Equestrian Sports: This includes Olympic disciplines (show jumping, dressage and eventing) and other sports like endurance, vaulting, and driving. Equestrian sport is a significant part of the industry, with over 10,000 major competition events yearly under the Fédération Équestre Internationale (FEI), alongside countless local- and national shows. Nations like Germany, the Netherlands, Great Britain, and France have strong equestrian traditions and medal-winning teams. Riding as a sport and hobby is widespread; for instance, 3.2 million people in the UK ride at least once a year. Riding clubs, national federations, and event organisers (such as the German Equestrian Federation or the British Equestrian Federation) are notable stakeholders.
Breeding: Horse breeding underpins both racing and sports. Europe is a world leader in breeding Thoroughbreds (for racing) and sport horses (for jumping, dressage, etc.). Ireland is Europe’s largest producer of thoroughbred racehorses, with renowned stud farms like Coolmore Stud in Tipperary – the world’s largest Thoroughbred breeding operation. Similarly, continental Europe (Germany, Netherlands, France, etc.) dominates sport horse breeding, producing the majority of the 80,000+ sport horse foals born globally each year. Major studbooks (e.g., KWPN, Selle Français, Hanoverian) and breeding farms drive this segment. Breeding not only preserves Europe’s rich equine bloodlines but also yields valuable exports of horses worldwide.
Leisure and Recreation: Beyond organised sport, a substantial segment involves leisure riding, trekking, and riding schools. Leisure riding and hacking are the most common activities for horse owners in many countries (e.g., about 66% of horse owners in the UK ride purely for hacking/leisure). Riding schools, trail riding centers, and equestrian tourism operations cater to hobby riders and tourists. This segment is often less formal but provides the foundation of grassroots participation and local business (in instruction, livery stables, tack shops, etc.).
Industry Structure and Major Players: The structure of the European horse industry is complex, with many stakeholders from small family-run stables to large corporate entities. A few major players and institutions help shape the industry’s direction: Racing authorities (like Horse Racing Ireland or France Galop), sport governing bodies (the FEI and national federations), and breeding organisations (such as studbook associations and large stud farms). The private sector includes equine veterinary companies (e.g., Boehringer Ingelheim, Zoetis in equine health), feed and equipment manufacturers, and event management companies. The industry also benefits from Europe’s strong equestrian heritage – many countries have centuries-old horse traditions (for example, the Dublin Horse Show in Ireland, first held in 1864, now draws over 100,000 visitors and contributes ~€50 million to the economy each year.
Overall, the European horse industry is highly segmented yet interconnected: Success in one area (say, breeding elite horses) feeds into others (international racing and sports), and the entire value chain from breeding, training, competition, to retirement and leisure use is represented.
Economic Impact
The horse industry makes a significant economic contribution to European economies and rural development. Estimates by the European Horse Network suggest the total economic impact of the “horse world” in Europe (including direct and indirect effects) exceeds €100 billion annually. This includes the output of core activities (breeding, training, competition, equine services) as well as related spending on events, betting, and tourism.
Contribution to GDP and Tax Revenues: At over €100 billion in economic output, the equine sector’s contribution is comparable to or larger than some mainstream industries. For context, in France the horse sector is valued around $14 billion in economic terms. Governments benefit through taxation of betting, event income, and business profits – it is estimated that European governments collect at least €5 billion in taxes related to horse industry activities each year.
In Britain, for example, taxes from horse racing and betting form a notable revenue stream, and countries like France channel a portion of betting profits back into the racing industry via a levy system.
Employment: The equine industry is labor-intensive, supporting extensive employment, especially in rural areas. Roughly 400,000 full-time equivalent jobs are provided by the horse sector across Europe. Broader definitions that include part-time and indirect roles put the figure even higher – one comprehensive EU study found at least 896,000 people in the EU are involved in equine-related jobs. These jobs range from grooms, riders, trainers, veterinarians, farriers, and breeding farm staff to equine nutritionists, event organisers, and feed and equipment manufacturers. Notably, many horse industry jobs are in regions with otherwise limited employment, making the sector important for rural livelihoods.
For instance, Newmarket in the UK and Normandy in France are regional “horse hubs” where a significant share of local employment depends on racing and breeding. The equestrian sector is the largest sporting employer in Britain, with core racing and riding industries providing about 70,000 FTE jobs and up to 270,000 total jobs (including indirect) in the UK alone.
Major Revenue-Generating Segments: Within the industry, certain segments drive the bulk of economic value. Horseracing (with its associated betting industry) is a top revenue generator – racing and bloodstock activities in Europe are estimated to contribute on the order of €52 billion per year in direct economic value, accounting for substantial wagering turnover and high-value horse sales. The sport horse (equestrian sports) sector also contributes heavily, through expenditures on training, competitions, and equipment; for example, Ireland’s equestrian sports sector (excluding racing) was valued at €816 million annually in 2016 after strong growth. Breeding and horse trade are another source of revenue – sales of elite horses can reach astronomical prices (as noted later). The leisure riding segment, while more diffuse, generates billions in consumer spending on riding lessons, feed, tack, and tourism. In the UK alone, consumer spending on horses and equestrian goods/services is about £4.7 billion (€5.75 billion) per year.
There is also a tertiary economic impact from supporting industries (feed production, equine veterinary services, transportation, construction of facilities), which amplifies the horse sector’s contribution to the wider economy.
Government Involvement: Governments across Europe engage with the horse industry through regulation, funding, and promotion. Some countries treat aspects of the horse sector as part of agriculture or sport for policy support. For instance, horse breeding and keeping contribute to rural development goals and in some cases benefit from agricultural subsidies or rural grants (aligning with the EU’s Common Agricultural Policy goals to support rural economies and land stewardship).
In Ireland, the government has historically offered tax incentives on stallion earnings and supports strategic plans for the sector. National lotteries or betting taxes in France and Britain partly fund equine programs and racing prize funds. Moreover, the European Union has recognised the sector’s importance: the European Parliament in 2017 adopted resolutions to improve equine welfare and support responsible ownership, acknowledging the horse industry’s economic and social value.
Overall, while largely a private-sector industry, the horse world receives considerable public-sector attention due to its economic impact, cultural heritage significance, and interface with public interests (gambling regulation, animal welfare, and rural employment).
Breeding and Sales Dynamics
Key Breeding Regions: Europe boasts some of the world’s premier horse-breeding regions, each with specialty strengths. In the Thoroughbred racing industry, Ireland, the UK, and France lead in breeding volume and quality. Ireland is the largest producer of Thoroughbred horses in Europe, with over 14,000 breeders nationwide and favorable conditions (Ireland famously treats horse breeding income as tax-free, spurring investment). The UK (particularly Newmarket in England) and France (especially Normandy) are also renowned for Thoroughbred studs – areas like Newmarket’s “stud county” and France’s Orne département host numerous breeding farms. These three countries collectively produce the bulk of Europe’s Thoroughbred foal crop each year, and their bloodlines dominate European racing. Germany and Italy also have notable Thoroughbred breeding programs on a smaller scale, often focusing on endurance and stamina lines that complement the gene pool.
In sport horse breeding, Western European countries are dominant. Germany, the Netherlands, France, Belgium, and Sweden are home to famous warmblood studbooks (e.g., Hanoverian, Holsteiner, Dutch Warmblood, Belgian Warmblood, Swedish Warmblood) that produce top show jumpers, dressage horses, and eventers. Germany alone registers tens of thousands of sport horse foals annually across various studbooks. The Netherlands and Belgium have produced numerous Olympic show jumpers and are known for auctioning high-performance prospects. Even smaller countries like Denmark and Ireland contribute significantly – for instance, the Irish Sport Horse (a crossbred for jumping/eventing) was ranked the #1 eventing studbook globally in 2017.
Many of these regions have developed as “equine clusters”, benefiting from local expertise, veterinary services, and networking: Normandy in France exemplifies this with 10% of France’s horse population and 10,000 jobs in the horse industry concentrated there. Overall, Europe’s climate, land availability, and tradition make it ideal for horse breeding, and regional specialisation (racing vs. sport breeds) allows Europe to cover the full spectrum of equine genetics.
Trends in Horse Breeding: In recent years, breeding trends reflect a focus on quality and international demand. The number of horses bred has seen adjustments based on market conditions – for example, the Thoroughbred breeding sector contracted after the 2008 financial crisis and is now calibrated to demand for racehorses. Breeders are increasingly export-oriented: Western Europe consistently produces more sport horses than its home markets need, exporting many to North America and Asia.
This export flow is evident in show jumping, where European-bred horses are sold to compete under foreign riders, and in racing, where European bloodstock is sought by American, Middle Eastern, and Asian owners. Technological adoption in breeding is also notable: Artificial insemination and embryo transfer techniques are widely used in sport horse breeding to spread the genes of top stallions and mares (although in Thoroughbred racing, natural covering remains mandatory by breed registry rules). Breeders have embraced data and science – from genetic testing for disease and performance markers to performance analytics of bloodlines. There’s also a trend toward consolidation of elite breeding stock in the hands of a few major operations, which invest heavily in top stallions and broodmares worldwide. At the same time, various national and EU-level programs encourage small breeders to maintain diversity and local breeds, partly for preserving genetic heritage and rural livelihoods.
Sales and Auction Markets: The horse sales market in Europe is robust, with high-profile auctions attracting global buyers. In the Thoroughbred segment, Europe hosts some of the world’s most prestigious auctions: Tattersalls in Newmarket (UK), Goffs in Ireland, and Arqana in Deauville (France) are major auction houses. Elite Thoroughbred yearling sales in Europe can see aggregate turnovers in the hundreds of millions: for example, the Tattersalls October Yearling Sales in 2024 achieved a record 204.56 million guineas (approx. €240 million) in total sales over two weeks – an unprecedented figure that underscores intense demand for quality bloodstock. Individual horses often fetch record-breaking prices; a notable example was the broodmare Marsha, sold in December 2017 for €7.1 million – the highest price ever paid at a European auction at that time. Such sales are usually driven by wealthy owners, racing syndicates, and breeding farms investing in future champions or breeding prospects.
Sport horse sales are also significant but structured somewhat differently. While top showjumpers and dressage horses are occasionally sold via auction, a lot of sport horse transactions happen via private sales or dealer/concierge networks. Auction data shows only about 6,000 warmblood sport horses were sold in formal auctions in a recent year, under 10% of annual sport horse production – indicating that the majority are sold through other channels like direct stud- or producer-to-buyer sales.
Nonetheless, the average prices for elite sport horses have been climbing, with show jumpers that reach top competition levels commanding six or seven-figure prices in private deals. There is a growing trend of online auctions and digital sales platforms for horses, which gained momentum especially during the COVID-19 pandemic when travel was restricted. This has opened European sales to a wider international buyer pool, allowing, for instance, a buyer in Asia or America to bid on a horse in Europe remotely.
Major Auctions and Fairs: Europe’s horse industry also features famed fairs and marketplaces that are focal points for trade. Apart from bloodstock auctions, events like SPOGA or Equitana in Germany, serve as trade fairs for the sport horse industry and equestrian products, whilst annual events such as Dublin Horse Show often include sales or showcases of horses. The structure of sales often reflects the seasonality of breeding and racing – yearling sales in autumn, breeding stock sales in winter, 2-year-old “breeze-up” sales in spring, etc., creating a cycle that many in the industry follow. The auction companies themselves are key industry players, providing transparency, promotion, and international marketing for European horses. European horses and genetics thus remain a major “export,” with strong demand particularly from oil-rich Middle Eastern countries for racehorses and from North America and Asia for sport horses. This globalised market for European-bred horses continually fuels investment back into breeding and training within Europe.
Challenges and Opportunities
The European horse industry faces a range of challenges, but also opportunities for innovation and growth. Key challenges include regulatory changes, welfare and environmental concerns, and economic pressures, while opportunities lie in sustainability initiatives, technology adoption, and tapping new markets and demographics.
Regulatory Challenges: The cross-border nature of the horse business in Europe means it is sensitive to changes in regulations and trade frameworks. A prominent recent challenge has been Brexit – the UK’s departure from the EU – which created uncertainty and new bureaucracy in moving horses and personnel between Britain and EU countries. The UK, Ireland, and France have a traditionally free circulation of Thoroughbreds for racing and breeding, with over 20,000 annual horse movements between these countries. Brexit and the implementation of the EU’s new Animal Health Law have introduced additional health certification, customs documents, and border checks, risking delays and added costs for horse transport. For example, the long-standing trade where 75% of Irish Thoroughbreds sold at auction are bought by British buyers could be disrupted by post-Brexit trade frictions.
Ensuring disease control and high health status during movement is paramount, but industry groups are lobbying for streamlined procedures or bilateral agreements to preserve the fluid movement of competition and breeding horses. Another regulatory aspect is medication and doping rules: Europe has stringent anti-doping regulations in both racing and FEI sports, and keeping up with evolving rules (e.g. limits on therapeutic drugs, vaccination requirements) is a continuous task for industry participants. Inconsistent national rules or complex EU directives on transport (such as transport time limits for live animals) also pose compliance challenges. Nevertheless, the industry is working closely with regulators to find solutions – for instance, proposals for digital “horse passports” and health certificates aim to ease cross-border movement while maintaining biosecurity.
Animal Welfare and Social License: Social attitudes toward animal welfare are a critical factor affecting the horse industry’s future. The concept of “Social License to Operate (SLO)” – essentially the public’s acceptance of horse sport and activities – has come to the forefront. High-profile incidents (such as racehorse injuries or welfare scandals) have drawn scrutiny from the public and regulators. The industry recognises that it must uphold strict welfare standards or risk losing public support for activities like racing, hunting, or even Olympic equestrian sports. This has led to initiatives such as improved retirement and retraining programs for racehorses, stricter whip rules in racing, and better coaching practices in equestrian sports to ensure horse well-being. Industry leaders admit it has “made us all start thinking a lot more about what we do and how it’s perceived from the outside”. There is also ongoing work on EU-wide equine welfare legislation – currently, equines often fall between farm animal and pet regulations, depending on which country you’re in. Organisations like World Horse Welfare have pushed for species-specific standards to ensure horses used in sport or leisure are treated humanely throughout their life cycle. While this raises compliance costs, it also presents an opportunity for the European industry to set itself apart by high welfare standards, potentially becoming a global exemplar that could appeal to ethically conscious consumers and sponsors.
Environmental and Sustainability Concerns: As part of the broader push for sustainability, the horse industry faces environmental challenges. Stables and events must deal with manure management, water use, and land conservation. There is pressure for the sector to contribute to net-zero carbon goals. Challenges include issues like disposal and recyclability of equipment: for instance, modern safety gear (helmets, body protectors) uses foam and plastics that are not easily recyclable, and updated safety standards mean old gear must be discarded – potentially sending a large volume of material to landfill. Feed and bedding also come in plastic packaging, prompting a search for sustainable alternatives.
On the flip side, horses can have positive environmental impacts: Horse-grased pastures promote biodiversity, and working horses are an eco-friendly alternative in forestry or farming (they are a “renewable” source of traction, as one EU report humorously noted, horses even produce their own replacements). The concept of “green assets” of equines highlights that when managed well, horse farms help maintain open green spaces and carbon-sequestering grasslands. Several opportunities emerge here: Stables adopting solar panels and renewable energy, events going green (e.g., using recyclable materials and reducing waste), and “carbon hoofprint” initiatives to offset emissions from transporting horses (since top sport horses often fly between continents for competitions). In countries like Sweden and Germany, some innovative equine facilities have implemented sustainability certifications, and the European Equestrian Federation has been mandating sustainability strategies for events.
Addressing environmental concerns not only reduces costs long-term (through efficiency) but also ties back into maintaining social license, as younger generations expect all industries to improve their environmental performance.
Want to know more about wether or not the equestrian industry can rise to the sustainability challenge? Head this way.
Economic and Cost Challenges: The cost of horse ownership and participation remains a barrier to growth and inclusivity. Equestrian activities require significant financial commitment – expenses for purchase or breeding, feed, stabling, training, farriery, veterinary care, and competition fees add up. Economic downturns or a rise in feed and energy prices can strain horse owners and riding schools, sometimes leading to fewer people owning horses or fewer horses being bred. The recent inflation and cost-of-living crisis in Europe hit the sector as well: After a boom in horse equipment sales during the COVID-19 lockdowns, many equestrian businesses found themselves with excess inventory when consumer spending tightened. Riding schools and smaller farms often operate on thin margins and face challenges in paying staff (or even finding skilled labor, as the work can be tough for relatively low pay). That said, the industry has shown resilience – during recessions, some segments like racing (with support from betting) have managed to sustain themselves, and many horse owners consider their involvement a lifestyle essential, not just a luxury spend. There is an opportunity in developing cost-sharing models – for example, an increase in horse sharing and leasing has been observed, allowing more people to partake without bearing full costs (in Britain, more people are sharing horses now, contributing to a slight drop in exclusive horse ownership households).
Additionally, riding schools are innovating with group lessons or shorter experiences to lower entry costs for newcomers. Expanding sponsorship and media coverage (particularly for equestrian sports) could also inject more money into the system, alleviating some financial pressure on athletes and organisers.
Technological Advancements: Embracing technology presents one of the most promising opportunities for the horse industry. Digitalisation and AI are increasingly being applied in equine care, training, and management. A wave of EquestrianTech startups in Europe is bringing data-driven solutions to what has traditionally been a very hands-on industry.
In breeding, technology like genomic analysis and record-keeping software help breeders make more informed decisions. Even in racing, trainers use high-speed cameras, GPS trackers, and heart rate monitors during training to optimise race preparations. The adoption of these technologies is not without challenges (cost and learning curves), but it offers huge opportunities: Improved horse health and athletic performance, enhanced safety for riders, and new business models (such as data services or online training marketplaces). Technology is continuing to enable a more modern, data-informed approach to horse care and sport, which can attract younger participants and make the industry more efficient.
Future Trend Projections
Looking ahead, the European horse industry is expected to experience moderate growth and continued evolution, shaped by demographic shifts, technological progress, and changing consumer attitudes. While exact growth forecasts vary by segment, the overall outlook is cautiously optimistic with certain areas poised for expansion.
Market Growth and Demographics: The equestrian sector has shown steady participation growth in recent years – for example, the number of regular riders in the UK rose from 1.3 million in 2015 to 1.8 million in 2019 – and similar trends of increased recreational riding are observed in other European countries as people seek outdoor and leisure activities. However, the industry’s growth rate may be moderate as it contends with high costs and competition from other leisure pursuits. Forecasts for related markets (like equestrian equipment) anticipate growth in the coming decade; the equestrian equipment market is projected to expand, driven by factors such as rising leisure riding and greater emphasis on safety gear. Some analysts project niche areas like equestrian tourism to grow at around 7% annually over the next decade, reflecting increased interest in horse-related travel experiences.
In terms of economic value, if the industry continues to innovate and attract participants, it could maintain or slightly increase its >€100 billion annual impact. Growth is likely to be uneven across segments: Horse racing might face stagnation or slight declines in some regions due to an aging fanbase and regulatory pressures, whereas equestrian sports and leisure riding could see upticks as more young people take up riding (especially women, who already make up a large portion of riders). Importantly, there is a generational shift in how people engage with horses – more casual, experience-focused participation (riding holidays, short-term leases) rather than traditional long-term horse ownership. This means businesses will cater to more flexible, experience-driven consumer behavior, offering new services like ride-sharing apps for horses or subscription models for lessons.
Digitalisation and AI Impact: By 2030, digital transformation is expected to be deeply integrated into the equine industry. Artificial intelligence and big data will likely play a larger role in areas such as performance analytics, injury prevention, and even judging in competitions. We may see AI-assisted course design or judging in show jumping to enhance objectivity, and betting companies using AI to set odds and detect illicit betting patterns in racing. Virtual and augmented reality could also affect how fans engage – for instance, virtual reality experiences of riding a racehorse or AR tools for training riders (holographic instructors, etc.). On the business side, expect more online marketplaces for horses and equipment, making international sales easier. Blockchain could be employed for horse identity and pedigree verification as a tamper-proof passport, which might become important for biosecurity and anti-fraud measures. Tele-veterinary services (remote health consultations) are likely to grow, aided by AI that can help diagnose issues from video or sensor data. All these digital trends have the potential to improve efficiency and transparency, which could lower some costs and draw tech-savvy investors into the sector. The industry’s traditionalists might resist some changes, but economic advantages and the need to engage younger audiences will drive adoption. Europe could emerge as a leader in “horse tech” given its large market and existing startup ecosystem in this niche.
Consumer Behavior Shifts: Future consumer behaviour is expected to tilt towards greater concern for animal welfare, sustainability, and accessibility. Younger consumers (Gen Z and Millennials) who become involved in horses are generally more conscious of ethical and environmental issues. This could translate to increasing support for equine welfare initiatives and preference for brands and events that demonstrate care for horses (for example, competitions that prioritise horse wellness might attract more sponsorship).
We may also see shifts in sports preferences: Disciplines perceived as more humane or inclusive (such as lower-impact trail riding, horse therapy programs, or even newly emerging sports) could gain popularity, whereas any sport clouded by welfare concerns (for example, traditional horse racing or high-level endurance if issues persist) might face declining interest. Another behavioral trend is urbanisation – as more Europeans live in cities, fewer grow up with direct horse exposure, so the industry will need to find ways to introduce horses to urban dwellers (city riding academies, horse exhibitions, or media outreach). On the positive side, the COVID-19 pandemic spurred interest in outdoor activities; many riding centers saw increased inquiries as people sought socially-distanced recreation.
This “outdoors boom” could have a lasting effect, with riding being seen as a healthy, nature-connected hobby. The challenge will be converting that interest into sustained participation. Additionally, the concept of horse ownership is evolving – we expect more shared ownership models and syndicates (not just in racehorses, but possibly group-owned leisure horses) so that people can enjoy horses without bearing full costs or responsibilities.
Overall, consumers will likely demand more flexibility (e.g., the ability to ride different horses at different times, rather than commitment to one), more educational content (learning about horse care online), and engaging storytelling (behind-the-scenes access to top riders or horses via social media). Catering to these expectations can open up new revenue streams and keep the industry relevant.
Expansion Opportunities
Despite being a mature industry in much of Europe, the horse sector has notable expansion opportunities both within the continent and internationally. These opportunities include developing new markets, attracting investments, and promoting emerging disciplines and activities.
New and Emerging Markets (Within Europe): Intra-Europe, growth potential exists in regions where equestrian activities have been underdeveloped. Eastern European countries like Poland, Hungary, Romania, and the Baltic states have growing middle classes that could drive demand for leisure riding and equestrian sports. Some of these countries also have deep equine traditions (e.g., Poland’s Arabian horse breeding or Hungary’s horse archery heritage) that can be commercialised for tourism and sport. With targeted investment, riding clubs and competitions in Eastern Europe could expand significantly. For instance, Romania still had around 390,000 working horses as of 2020, and as agriculture modernises, those horses could transition into sport or tourism uses.
Southern Europe (Spain, Portugal, Italy) offers another angle: They have strong equestrian cultures (Andalusian horses, Lusitano riding, historic races like Italy’s Palio) that can be further marketed internationally. Equestrian tourism in these scenic regions – think vineyard rides in Tuscany or beach rides in Portugal – is a niche with growth room.
Additionally, Scandinavian countries have high rates of leisure riding; supporting even greater participation (especially among adults, since youth participation is already high via riding schools) could expand the market for horses and services. Across Europe, there’s an opportunity to integrate horses into the wellness and therapy sector – therapeutic riding and equine-assisted therapy are gaining recognition for helping people with disabilities or mental health challenges, and countries could invest in more centers and programs, marrying healthcare funding with equine industry expansion.
International Expansion and Export: Outside Europe, several regions present ripe opportunities for European stakeholders. The Asian market, notably China, is “saddling up” for growth in equestrian sports. China went from virtually no equestrian infrastructure to over 2,000 riding clubs with 1.2 million members by 2019, growing 20% in two years. While the Chinese equine market (valued around $1.5 billion) is still small next to Europe’s or the USA’s, its rapid growth and government support (e.g., an ambition to compete internationally in show jumping and eventing) make it a key expansion area
European businesses are already capitalising: Selling horses (many European warmbloods are being exported to China), equestrian gear, and expertise (European coaches and vets are in demand in Asia). The Middle East continues to be a major market especially for high-end bloodstock and racing. Countries like Saudi Arabia, Qatar, and the UAE invest heavily in racing and breeding – Qatar and UAE owners have purchased elite European racehorses and even entire stud farms. The new Saudi Cup (world’s richest horse race) and continued prominence of the Dubai World Cup create additional incentives for Europeans to breed and sell top horses to these markets. European breeders and service providers (trainers, farriers) can further tap into these oil-rich countries’ passion for horses. Elsewhere, North America has always been a market for European horses (e.g., Irish Thoroughbreds and German dressage horses sold to the U.S.), and maintaining strong transatlantic ties will remain important. Emerging equestrian nations in Latin America and Africa (for instance, the rise of show jumping in Brazil or South Africa) also present niche export opportunities for European horses, equipment, and expertise.
Investment Trends: The horse industry is attracting new forms of investment that can drive expansion. Traditionally dominated by wealthy individuals and families (for prestige or sporting passion), we now see more institutional and corporate investors eyeing the sector. Private equity and venture capital are funding equestrian tech startups (as noted, apps like those in EquestrianTech raised seed funding in recent years. Equine health is another area drawing investment – animal health companies invest in equine drug and vaccine development, and specialty clinics are expanding (for example, advanced equine hospitals with MRI and surgical units are being built in regions with dense horse populations). There’s also real estate investment in equestrian facilities: developers are creating multi-purpose equestrian centers that combine sport venues, resorts, and breeding centers, particularly in regions courting international events.
Moreover, sponsorship investment from luxury brands and automotive companies is strong in equestrian sports (Longines, Rolex, Land Rover, etc., sponsor major events), and this could grow as events reach broader audiences via streaming. These investments collectively enhance infrastructure and global reach. Government or public investment plays a role too – the EU has recognised the need to keep equine farms resilient and has funded networks to share best practices, and national governments sometimes invest in bids to host events (like the FEI World Equestrian Games or continental championships), which upgrade local facilities and leave a legacy for expansion.
The key is that Europe’s rich equestrian culture gives it a platform to experiment with new and emerging opportunities locally and nationally, that might eventually catch on globally. By supporting these emerging areas, the industry ensures a pipeline of fresh interest and uses for horses, which is crucial for its long-term sustainability.
The European horse industry stands as a dynamic and multifaceted sector at the intersection of sport, agriculture, entertainment, and culture. It has a robust foundation – significant economic weight, global leadership in breeding, and deep social roots – yet it must continually adapt to modern challenges. Market trends indicate that with innovation in technology, proactive welfare and sustainability measures, and outreach to new markets and participants, the industry can not only maintain its prominence but also unlock new growth. Moving forward, collaboration between traditional horsemen and new-age professionals (tech developers, policy makers, investors) will be key to addressing challenges like regulatory shifts and public perception. By leveraging Europe’s strengths (skilled human capital, world-class horses, and strong institutions) and embracing change, the equine sector is poised to gallop into the future with resilience. In summary, the European horse industry remains a vital economic contributor and a vibrant part of Europe’s heritage, with significant opportunities on the horizon – from breeding the next champion racehorse to engaging the next generation of riders – ensuring that the horse continues to thrive in Europe’s economy and society.
