Showjumping. Sponsor, rider, customer.
Every stage of the world's richest equestrian tour is sponsored by a luxury brand, because the sponsor and the customer are in the same field.
THE GIST ON SHOWJUMPING: "Sponsor, Rider, Customer"
Why is showjumping so sponsored?
Showjumping is the world's richest equestrian sport. This year's Longines Global Champions Tour runs 17 stages across four continents, and every one of them is sponsored by a luxury brand. Because the sponsor, the rider and the customer are the same person.
Where did the sport come from?
Showjumping became an Olympic sport in 1900. Until the 1970s it was a military event: cavalry officers on cavalry horses. Then horses moved out of war and the sport stayed.
Today a competition horse costs between £500,000 and £15 million.
Who is putting up the money?
Thirteen years ago, Longines became title sponsor of the Global Champions Tour. Rolex, Cartier and Audemars Piguet sponsor rival events.
What does luxury advertising look like at the top?
Showjumping isn't a sport being sold to viewers. It's a place where customers and sponsors spend the weekend together.
Brands don't need campaigns to reach these people. Billboards and marketing campaigns are for the mass market. For the actual customer, luxury isn't being sold. It's being lived in front of them. Is it lived in front of you, though?
Should luxury brands bother with the mass market?
Your take. One tap, then see how everyone else voted.
Quick answers
How many stages are on the Global Champions Tour?
17 stages across four continents, each sponsored by a luxury brand.
How much does a competition horse cost?
Between £500,000 and £15 million.
Which brands sponsor showjumping?
Longines is title sponsor of the tour, while Rolex, Cartier and Audemars Piguet sponsor rival events.
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