United States Eventing Association

The following is provided through a partnership between STRIDER and the USEA. As part of our shared commitment to horse and rider success, this article series explores key topics across the eventing community.

In eventing, sponsorships rarely begin with a check. More often, they start with a supply of products you already trust, an ambassador opportunity, or a few show prize items that help keep horses—and riders—going.

Twenty years ago, competition results were often the primary way companies got to know potential riders. Today, results still matter, but they're only part of the picture. Social media has given companies a window into how event riders communicate, support others, and engage with the sport of eventing, long before a sponsorship conversation ever begins.

As we've watched thousands of riders and events on STRIDER over the past few years, we're seeing a few consistent patterns emerge. Whether it's a titled horse show series, a company-sponsored clinic series, or a rider beginning a new relationship with a brand, we've found these three habits tend to appear first:

1. They're recognizing the people already in their corner.

Whether it's thanking a trainer, veterinarian, volunteers, or a friend who pitched in at a horse show, we're seeing more riders and venues publicly recognize on social media the people who help them along the way. It's becoming part of their everyday communication—not just something reserved for sponsors.

2. They're getting comfortable telling their own story.

We're seeing a noticeable uptick in riders posting videos about products they genuinely like before anyone asks them to. Whether it's a reel, a quick social post, or even an Amazon review, one thing has become clear: an athlete that can talk to a camera is a skill today that brands appreciate.

3. They're showing up beyond the scoreboard.

We're seeing more connections begin away from the competition results. Sometimes it's a conversation at the vendor tent. Sometimes it's a company representative who quietly watches a top rider thanking volunteers. Other times it's a lower-level rider who takes a moment to thank a business for supporting an event.

In a sport as connected as eventing, those small interactions are often remembered long after the ribbons are handed out.

Of course, none of these observations are a formula for earning a sponsorship. They're simply patterns we're noticing around the industry. More and more, companies appear to be paying attention to a rider's everyday habits—not just their results on the leaderboard.

STRIDER is the leading entry platform across disciplines for the equestrian industry. STRIDER is proud to partner with the USEA to support educational resources and digital tools that help eventers at every level navigate the sport more efficiently. Please visit www.striderpro.com to learn more, or get started with a free Organizer account.

Connect with STRIDER on Facebook, Instagram, or LinkedIn.