TurnoutHQ+ Newsroom · Published April 25, 2026 · Updated September 8, 2026
Key Takeaway
To grow the show jumping audience, the industry must adopt professional marketing and educational strategies while maintaining the sport's unique horse-and-rider culture.
What Happened
The equestrian industry is facing a critical juncture: how to modernize fan engagement and sponsorship without losing the sport's traditional identity. Michael Cruciotti of MAC Sports International, speaking on The Plaidcast, highlighted the need for show jumping to adopt professional marketing strategies used by mainstream sports like football and baseball, while tailoring them to the specific nuances of horse sport.
Cruciotti’s analysis suggests that the current model, which relies heavily on a "closed loop" of existing participants and owners, must evolve. To attract major outside sponsors and a broader fan base, the industry must prioritize educational initiatives and authentic storytelling that highlights the unique partnership between horse and rider.
Why It Matters
For the average barn owner, trainer, or rider, the expansion of the sport’s fan base isn’t just about television ratings; it is about the long-term economic health of the industry. Increased fan engagement leads to:
- Diverse Sponsorship: Moving beyond "inside the industry" sponsors (tack brands, feed companies) to mainstream brands can lower the financial burden on individual owners and competitors.
- Greater Accessibility: By emphasizing education, competitions become more welcoming to "non-horse" people, potentially growing the pipeline for new students and riders.
- Market Sustainability: As mainstream sports leagues refine their digital presence and fan interaction, equestrian sport risks being left behind if it does not adapt its media and partnership strategies.
Discipline Context
While this discussion addresses the industry at large, it is most pertinent to the Show Jumping and Hunter/Jumper community. These disciplines often host high-profile events in public-facing locations or large metropolitan areas, making them the "front door" for new fans. However, the principles of educational outreach and authentic presentation apply across all competitive disciplines, including Dressage and Eventing, where scoring and strategy can be equally opaque to newcomers.
Quick Facts
- Expert Source: Michael Cruciotti, MAC Sports International.
- Key Platform: Insights originally shared via The Plaidcast.
- Focus Areas: Marketing, sponsorship, fan engagement, and equestrian education.
- Modernization Goal: To bridge the gap between niche equestrian culture and major professional sports league standards.
Riders following where the sport is heading can weigh in on the TurnoutHQ community.