THE EQUERRY BRIEF

Where Equestrian Culture Meets Industry Insight*

The EQuerry Brief explores the ideas, innovations and business forces that influence equestrian sport and the wider horse industry. From branding and communication to industry shifts and emerging technologies, these insights connect equestrian culture with the broader landscape of sport, commerce and future thinking.

The EQuerry Brief
The Free to Enter Event Worth €33.7 Million: The Piazza di Siena Model
The Business of Sport
The Free to Enter Event Worth €33.7 Million: The Piazza di Siena Model
The Business of Sport

With 77,000 spectators, €33.73 million in economic impact and not a single admission ticket sold, the 2026 CSIO di Roma Piazza di Siena offers a compelling case for free access to elite sport. From the Tour de France to Paris 2024, what can equestrian sport learn about reaching audiences beyond its existing community?

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The Business of Sport
Beyond the Racecourse: How Racing to School is Reframing the Future of the Sport
The Future of the Industry
Beyond the Racecourse: How Racing to School is Reframing the Future of the Sport
The Future of the Industry

As equestrian sport faces growing conversations around accessibility, welfare, and public engagement, Racing to School is creating new pathways into racing through education and community connection. In conversation with John Blake, we explore how the programme is helping young people engage with the sport, challenging perceptions around racing, and building a more inclusive future for the industry.

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The Future of the Industry
Bringing Technology Into the Equestrian Mainstream
The Future of the Industry
Bringing Technology Into the Equestrian Mainstream
The Future of the Industry

Horse Tech Summit Sweden brings together riders, breeders, veterinarians and tech innovators to explore how practical, incremental innovation is starting to shape the equestrian sector. Led by Fokus Tillväxt Häst, the event focuses on real-world tools, investment, and collaboration already making their way into yards, clinics and businesses.

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The Future of the Industry
Show Management Platform Horse Spot Closes $750K Seed Round
The Future of the Industry
Show Management Platform Horse Spot Closes $750K Seed Round
The Future of the Industry

Backed by Beemok Capital, Meeting Street Capital, SC Launch, Inc., Austin McCombs, and Michael Houck, the Webby Award–winning platform is bringing modern show management software to horse shows of every size.

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The Future of the Industry
Bringing Real-Time Media to Equestrian Sport: Inside Mximd’s New Photo Platform
The Future of the Industry
Bringing Real-Time Media to Equestrian Sport: Inside Mximd’s New Photo Platform
The Future of the Industry

A new equestrian-focused press photo platform is redefining how the sport is captured, shared, and commercialised, introducing live image delivery, intelligent search, and a more sustainable model for photographers, media, and brands.

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The Future of the Industry
The Business of Sport Christine Bjerkan The Business of Sport Christine Bjerkan

The Free to Enter Event Worth €33.7 Million: The Piazza di Siena Model

With 77,000 spectators, €33.73 million in economic impact and not a single admission ticket sold, the 2026 CSIO di Roma Piazza di Siena offers a compelling case for free access to elite sport. From the Tour de France to Paris 2024, what can equestrian sport learn about reaching audiences beyond its existing community?

Read More

More Perspectives to Explore*

Continue reading across the magazine with the latest stories from everyday riders, the world of international sport, and forward-thinking industry insight.

EVERYDAY EQUESTRIANS

Everyday Equestrians
Walk and Talk: Adrian Whiteway on Horses, Dreams and the CSIO5* Piazza di Siena Rolex Grand Prix
Life in the Saddle, Walk & Talk
Walk and Talk: Adrian Whiteway on Horses, Dreams and the CSIO5* Piazza di Siena Rolex Grand Prix
Life in the Saddle, Walk & Talk

What do 5* horses actually do when they’re not in the ring?
Ahead of the Rolex Grand Prix in Rome, we caught up with British rider Adrian Whiteway to talk about life behind the scenes at the top level.

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Life in the Saddle, Walk & Talk

INSIDE THE ARENA

News
Barcelona: Germany Takes the Title in a Second Consecutive Jump-Off
Results and Recap
Barcelona: Germany Takes the Title in a Second Consecutive Jump-Off
Results and Recap

Germany completed a championship double as Richard Vogel delivered the decisive jump-off clear against Brazil at the 2026 Longines League of Nations Final in Barcelona, adding another title to an extraordinary season.

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Results and Recap

THE EQUERRY BRIEF

The EQuerry Brief
The Free to Enter Event Worth €33.7 Million: The Piazza di Siena Model
The Business of Sport
The Free to Enter Event Worth €33.7 Million: The Piazza di Siena Model
The Business of Sport

With 77,000 spectators, €33.73 million in economic impact and not a single admission ticket sold, the 2026 CSIO di Roma Piazza di Siena offers a compelling case for free access to elite sport. From the Tour de France to Paris 2024, what can equestrian sport learn about reaching audiences beyond its existing community?

Read more →
The Business of Sport