Market Outlook: Sponsorship Scenarios Post-Olympics

Executive Summary

The exclusion of equestrian sports from the Olympic Games would represent a structural disruption to the sport’s global ecosystem. While equestrianism has deep-rooted prestige and an affluent base, the Olympics serve as a rare global platform for visibility, legitimacy, and funding. The impact would vary significantly across segments—elite competition, breed and training, sponsorship, media rights, tourism, and grassroots development—with negative downstream effects on adjacent industries. Equestrian businesses would need to pivot toward alternative revenue channels, regional competitions, and lifestyle branding to mitigate medium- to long- term risks.

Our scenario planning outlines a 20–40% potential sponsorship decline without intervention. However, with digital broadcast and lifestyle repositioning, we model partial to full recovery over five years.

• Short term: stabilize Tier 1 events with attribution-backed packages

• Mid term: build always-on fan engagement

• Long term: expand luxury and lifestyle adjacencies