Are riders doing enough to support brands? [Video]

Sponsoring riders used to be a key part of many brand’s marketing strategies, but with the rise of influencers, and some brands nailing their own social media, it’s no longer such an obvious choice, leading many to ask: are riders doing enough to support the brands they are working with?

In fact, with many brands scrutinising the return on investment that sponsoring a rider can bring, there are an increasing number moving away from riders because it’s believed that their riders are not doing enough to support them in return.

Before we delve into this further, it’s important to be clear on what “support” means. This isn’t about a rider’s dedication to their sport or their horses. It’s not about having a logo on saddlepads/lorries/arenas. This is about the regular support that’s shown through social media platforms and beyond – being a real cheerleader for the brand. It isn’t just tagging …