'Take your phone, start creating'

Adam Cromarty on how riders can attract sponsors via social media content

- Jennifer Donald

THERE has been little reprieve from the cost-of-living crisis and it feels like competing at any level is more costly than ever before.

Unless a rider is independently wealthy, travelling internationally and running a string of horses is reliant on support of some kind, and most competitors look to secure sponsorship.

The same is true for events. Even at a lower level, shows are on a continual search for corporate backing to prop up a business model that seems less and less viable.

In years gone by, I can remember some key rider sponsorship pairings that helped pave the way for great results. This support would have been secured through developing personal relationships along with strong, consistent competition placings. The same is true for key events, many of which now change their title sponsor on an annual basis.

Like it or not, brands and businesses are looking more to those with a strong social following. This is good news for those open-minded and willing to invest some time. The even better news is that it doesn’t mean doing TikTok dances.