British Equestrian, the national federation for horse sports and activity in the UK, is conducting a review of its existing sponsorship landscape to help commercialise one of the nation’s most decorated sports.
The move follows the appointment of global full-service sports, entertainment and lifestyle agency Mongoose as the organisation’s sponsorship and partnership agency.
Working across British Equestrian and its member bodies, Mongoose will be responsible for developing a robust and sustainable partnership model, including the creation of rights packages and the valuation of commercial assets.
The remit is UK-led with a global commercial focus, ensuring British Equestrian’s proposition resonates with both domestic and international brand partners. The equistrian industry is worth an estimated £5bn to the UK economy with a further £1.2bn in social value.
Mongoose will collaborate with British Equestrian to better articulate its market value and offering to existing and prospective partners, in a move designed to create a partnership family with brands that delivers long-term value for all parties, particularly the UK equestrian audience.
The objective is to support long-term financial stability while enhancing the sport’s relevance to non-traditional audiences and commercial partners.
The remit also includes repositioning equestrian not as a sport striving for equality, but as one that already embodies it, structurally, visually and culturally.
British Equestrian chief executive Jim Eyre said: “This partnership marks an important step in strengthening our global commercial proposition. As a successful sport steeped in tradition which uniquely showcases the bond between humans and equines, we have a distinctive story to tell, and Mongoose will help us translate that into meaningful, long-term partnerships.”
Mongoose COO and co-founder Laura Owen added: “Equestrian is in a unique position as a sport that already embodies equality. Our role is to help British Equestrian articulate that truth clearly, build a compelling commercial narrative around it, and create partnerships that adds genuine value for brands, the sport and its audience.”
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