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EventsVenturesTechnology
We create world-class equestrian events, launch ventures and build the technology that powers them — one industry, engineered end to end.
Equestrian Events
For over two decades, the leadership behind Equestrian Partners has created, produced and commercialised international equestrian sport — from FEI World Cup editions in Madrid to new league models and spectator-first formats. This is how we build an event, from the first idea to the last spectator.
Event Creation & Strategy
Before a single ticket exists, we define what the event is for, who pays for it and why it will still matter in five years. This blueprint is the actual sequence we run for every new property.
Madrid Horse Week, the National Equestrian League and JumpingClash all started exactly here — as a blueprint on a table.
01
What the event should stand for, who it serves, its positioning and the role it can occupy in the market.
02
Sporting programme, schedule, audience journey, hospitality, commercial areas, media requirements and operational flows — designed as one coherent experience.
03
Revenue architecture across sponsorship, hospitality, ticketing, commercial opportunities, media and other relevant revenue streams — modelled against the economics of the event.
04
Venue, calendar, infrastructure, capacity, production requirements, budget and operational risk — validated before execution.
Event Production
On show days, an international event is six simultaneous operations sharing the same square metres and the same minutes. Our job is to design them as one system.
Explore each layer
01
FEI-level sport management: schedules, officials, course design coordination, stabling, vet checks and athlete services.
Sponsorship & Commercial Strategy
We design the commercial architecture around the event — identifying valuable assets, building the right partnership proposition, taking it to market and creating activations that deliver measurable value for brands and the event itself.
The commercial inventory
01
Commercial ambition, target sectors, revenue objectives and the role partnerships should play within the event.
02
Propositions built around what brands actually want to achieve — never around logo exposure alone.
03
Targets, decision-makers, bespoke proposals and the commercial negotiation through to closing.
04
Physical, digital, hospitality, content and audience experiences that create tangible value.
05
Delivery and performance measured, value demonstrated — strengthening renewals and long-term commercial value.
Event expertise, media, technology and data — combined to create commercial assets and activations a traditional organiser cannot deliver.
Over one hundred sponsor negotiations led across eight FEI World Cup editions in Madrid.
Brand Activation
The difference between a logo and a partnership is what the brand gets to do inside the event. We design activations around three outcomes that partners can defend in a budget meeting.
Hospitality formats designed so partners bring clients, hold conversations and leave with next steps — not just photographs.
On-site activations built into the spectator journey, from arena moments to fan zones, designed for participation rather than exposure.
Lead capture, interactive experiences, data and measurement — custom software designed for each partner, because Equestrian Partners is also a technology company.
Media & Content
An event that only exists for the people in the venue is an underused asset. We plan the media architecture before the event, so every competition day feeds broadcast, digital and partner channels at once.
The event
Three competition days
TV production and international distribution
Direct-to-fan live platforms
Post-produced formats for federations, media and archive
Behind-the-scenes, riders, reactions — planned, not improvised
Branded series and activation media sponsors can reuse
Growth in reach, contacts and remarketable audiences after the event
Event Technology
Equestrian Partners is also a software company. For each event we assemble the right infrastructure — proven tools, custom software or both — and everything speaks to everything else.
Each event gets only what it needs — existing tools, custom software or both, integrated as one system.
Event Operating System
Accreditation
Riders, grooms, press, staff — one credential system
Ticketing & access
Sales, gates and real-time occupancy
Hospitality
Tables, guest lists and service coordination
Sponsor activation
Lead capture and interactive experiences
Participant workflows
Entries, schedules, stabling and communication
Data & reporting
Commercial and operational dashboards
Event Consulting
Established events rarely need to be reinvented. They need the two or three structural fixes that unlock the next stage. These are the ones we are asked about most.
Experience
Two decades inside international equestrian sport — as executives, founders and operators.
Madrid Horse Week · FEI World Cup
From 2012 to 2021, the leadership behind Equestrian Partners served as Executive Director and Board Member of Madrid Horse Week — responsible for sponsorship, hospitality, ticketing, media, government relations and the development of the FEI World Cup property, with more than one hundred sponsor negotiations along the way.
National Equestrian League
As Founder & CEO of the National Equestrian League, our leadership designed a new professional show jumping league concept built on team competition, franchise ownership, FEI-compatible regulations, sponsorship, media and broadcast-first formats — a vision aligned with the team-based model that later took shape as Major League Show Jumping.
JumpingClash
From concept to arena, the JumpingClash Challenge introduced a spectator-first way of experiencing show jumping, brought to life at international events in Madrid and Antwerp.
20+
Years in the equestrian industry
8
FEI World Cup editions delivered in leadership roles
100+
Sponsor negotiations led
CSI 2–5*
International competition experience
Figures reflect the track record of the leadership team behind Equestrian Partners.
Whether you are creating something new or transforming an event that already exists — tell us where you want to take it.
Beyond events
Equestrian Partners also creates ventures and builds technology for the horse industry — the same thinking, applied to companies and products.
We turn those problems into opportunities.
Explore possibilitiesOur advantage
For over two decades we have worked at practically every level of the equestrian industry.
As athletes.
As organizers.
As entrepreneurs.
As project developers.
As advisors.
As business builders.
That's why we see opportunities a conventional tech agency would never spot.
Possibilities
AI to analyze sporting performance.
AI to turn competitions into premium audiovisual experiences.
Operations automation for equestrian centers.
New digital models to monetize knowledge, services and community.
The Equestrian Partners™ Method
We question every assumption. We remove the unnecessary.
Product ecosystem
In active development
Infrastructure for complex equestrian transactions
Arena structures agreements, responsibilities, payment milestones, participant permissions and fund distribution in multi-party horse transactions, so every party knows what must happen next and accepted financial instructions are executed correctly.
Learn more
Core product
60 minutes. €299. You'll leave with total clarity about your project.
During the session
The result
Premium document delivered after the meeting.
The difference is that someone decided to build them.
FAQ
We build apps, software, artificial intelligence, automations and new digital models for companies and professionals in the equestrian sector.
