Commercial Strategy - British Eventing
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Commercial Strategy


As part of British Eventing's (BE) five-year strategy (2016-2020), one of our key goals for modernisation and innovation is a new and comprehensive commercial approach.



22 November 2017: British Eventing shares the results of the largest research project into eventing audiences ever undertaken.



We have been working for some time now on the creation of a new Commercial Strategy for our Sport. This process started in 2015 when we commissioned an agency (Altius) to conduct a commercial audit of British Eventing.

Subsequently, BE commissioned an experienced sports marketing consultant, Rob Pope to develop final recommendations for a five-year commercial plan for the BE Board to consider.
Rob's background is both equestrian, multi sports and global. He has sat on the Steering Group for Blenheim Palace Horse Trials since its inception, having introduced its first sponsor, Audi.
His experience as a Board Director of the agency brandRapport, where he worked with brands like Prudential, Barclays, UBS, Yorkshire Bank, Jaguar, Land Rover, General Motors, AXA, LV and Vodafone across Arts and Culture, Social Purpose and Sports, indicated to us that he could provide an informed and objective perspective.

Driving our new Commercial Strategy are two connecting goals;

1. To increase the commercial revenues coming into the sport across all channels

2. To ensure these revenues are available for the benefit the sport at all levels
To do this, we need to consider a comprehensive commercialisation of our sport, doing this through a combination of;

a. Finding new revenue streams and improving existing ones
b. Improving the value proposition for brand partners
c. Addressing member needs better or …
d. Making better use of and awareness for the great assets we already have on offer.

As a Board, we know that any strategy recommendation is only as good as the actions we take from it, the investment we put behind these actions and the level of collaboration we can generate across the sport to help deliver them. What is set out below is a summary of the Commercial Plan that Rob presented to the Board in February and which we have approved

Guy Prest – Commercial and Marketing Director

View the full commercial strategy HERE