Classic Eventing Nation

If you’ve secured a sponsor(s) for the forthcoming season, a big pat on the back. But now the real work starts, as Rhea Freeman, equestrian PR and marketing consultant and small business coach, explains in this follow-up to her previous post Advice for Equestrian Pros: Why You Need to Become Your Own PR Machine.

Want sponsors? Rhea Freeman has written about the dos and don’ts of sponsorship and also advises businesses on how to pick riders to work with. Photo by Leslie Wylie.

Before I start this ramble, I would like to say that if you’ve bagged yourself sponsorship – WELL DONE YOU. It is not easy to secure sponsors in this market as everyone and anyone is after … well … everyone. The amount of requests I see that clients receive absolutely blows my mind. And the vast majority would prevent anyone from sponsoring anyone again. Generic emails (even Facebook messages!) that show zero affinity with the brand, or any real value (a subject for another blog, promise), they vex brands more than you could imagine. The barrage is so great that it’s overwhelming and annoying in equal measure. And what’s even more annoying? The real gems get hidden.

So if you’ve wooed a brand and you’ve started working together, be under no illusion that this is a big achievement. But I am here to help you maintain that positive relationship. Because now the work starts. The real work.

It continues to amaze me when brands tell me what’s been going on with their sponsored riders and brand ambassadors. As I run a small business Facebook group with a large number of equestrian and country businesses, I get a lot of contact with people who work with riders. Now. There are some complete stars and I have a number of riders I recommend to brands for one reason or another. But there are many that I am jaw droppingly amazed by. And not in a good way.

When a rider approaches a brand, and during the chats that follow, there will be some discussion about what is expected. Some brands are really strict on this, some leave it down to the person, so it fits their style. Personally, I prefer the latter for a few reasons. The first reason is that rider has gained followers for a variety of reasons, and the content on their social media platforms ties to this. If I am telling someone they MUST post something once a week about a brand they’re sponsored by, it doesn’t always feel authentic, which is a turn-off to the rider’s followers. Which is not what you want at all.

Also, and I mean this in the nicest way, if a client is paying me to chase a rider, I will suggest that they don’t pay me … and they really think about whether the rider is a good fit. I’m not paid as a babysitter and I am able to give free product to anyone if I’m not looking to see any return on that. The brands that I advise have policies and expectations that have been developed over time. They’re all incredibly good to their brand ambassadors and sponsored riders BUT they will not be managers.

It is expected that the person who is being sponsored understands the value of what they have been given and it is expected that they will wear/use the products without being told to. It is expected that they will feature on posts. It is expected that the rider will share the odd relevant post from the brand. It is expected the rider will talk about/mention the brand when relevant. Without prompting. Or else, really, what is the point? Of course, if a brand has a specific campaign or idea they would like the rider’s support on, telling them what is coming up and asking for support makes sense … but managing them? No. That’s not what a brand should do.

If riders wish to be taken seriously and gain support and sponsorship, they HAVE to put the work in. And if they don’t, they shouldn’t be surprised when the brand takes a step back to see what they do. And they shouldn’t be surprised if the support dries up … because it isn’t being reciprocated.

Sponsorship should be a mutually beneficial arrangement. The rider receives X (product or money) and for that, the brand receives Y (exposure, endorsement, etc.). Products and money (obviously) have a monetary value — I can’t stress this enough. Yes, a product costs a brand less than the RRP, that’s how it works, but it still has a value whether it’s sold or given away in exchange for exposure and coverage.

If you, as a rider, aren’t giving the brand anything, it would be like you paying for a new set of shoes for your horse and, when you go and check, they’re still the same worn shoes, but the money’s gone. It doesn’t feel right, does it? You were promised something, you invested in it, the investment has gone and what you agreed and arranged isn’t there … it doesn’t feel right, does it? So, now imagine you call the farrier back and he does exactly the same again. Yep. He’s taken your money and given you nothing in return. And he doesn’t seem to care or show any signs of changing his ways. Are you going to carry on using him? No … I thought not.

I’m not saying any of this to be negative, but it’s more so you can see it from the other side of the fence. Good brand ambassadors or sponsored riders are worth their weight in gold. And I really do mean that. I work with some fabulous riders and ambassadors and they add a huge amount to the brands I support. But I also see a LOT of times when a rider bags sponsorship or becomes a brand ambassador … and then there’s nothing at all.

Rhea Freeman is an equestrian PR, marketing and social media consultant and equestrian and country business coach. Read more on her blog here. 

Lainey Ashker traveled to San Jose, Costa Rica this week to teach her first international clinic at the La Finca Equestrian Center. During her trip, she took a spin around the Center’s Novice Derby aboard Leonor Muñoz Ortiz’s Simpatica. The 19-year-old Rheinlander mare was only recently introduced to eventing after a competitive career in show jumping, and from the looks of it she’s definitely a fan! Watch her round: 

Go Costa Rica eventing!

Remember when a girth was just a strap to hold your saddle on? Total Saddle Fit has changed that forever. Their line of Shoulder Relief Girths literally affect how your saddle sits on your horse, offering better saddle fit and shoulder freedom. They make Shoulder Relief Girths in different colors, shapes and materials for every occasion. Learn more at totalsaddlefit.com.

Kelley Farmer. Screenshot via YouTube.

Almost a year to the day since the explosive announcement that Larry Glefke and Kelley Farmer were being suspended from the USEF, our sport’s governing body announced that they acknowledge their mishandling of the blood samples, and all suspensions and fines will be lifted, and the trainer and rider now have full standing in the sport once again.

Here is the full statement from US Equestrian:

“USEF announced today that it has resolved the litigation with Kelley Farmer and Larry Glefke for their alleged July 2016 GABA violation. USEF is voiding the proceeding from the outset and vacating all penalties and suspensions, thereby restoring Ms. Farmer and Mr. Glefke to active membership effective July 1, 2017. They are free to enjoy all privileges of membership including participation in competition.

“The USEF must always treat its members fairly,” said Murray S. Kessler, President of the USEF. Kessler continued, “Late in the arbitration discovery process, the legal teams for USEF and Ms. Farmer and Mr. Glefke learned about errors in the laboratory’s handling of the blood sample in this case, that the USEF hearing committee was unaware of. Simply said, these errors were serious enough that we no longer can rely on the validity of the test and therefore, regret any negative impact that this had on Ms. Farmer and Mr. Glefke. All our members must be treated fairly. Accordingly, we are setting aside the suspensions as the USEF’s procedural integrity must be pristine in order to fairly protect our competitors. I have ordered a thorough compliance audit of the laboratory to ensure that what occurred in this case never happens again and that the proper procedures and checks are in place to be certain of that. I can assure our membership that any necessary corrective action will be taken.” 

Importantly, USEF continues to be committed to aggressively investigating all reported drugs and medications violations as well as enforcing the rules. Maintaining a fair and level playing field and ensuring the welfare of our horses remains a top priority for USEF.”

Ultimately, this final settlement ensures that not only will there be no consequences for the prohibited substance found in the horse’s system, but also that there will be little recourse for US Equestrian’s failure to effectively test and prosecute cheaters. Short of USEF members collectively making a massive stink, it is unlikely that testing procedures will change, and even less likely that people gaming the system will be held accountable.

You can read all our coverage of this case below. As we said back in August, we sincerely hope that US Equestrian will make good on the promise someday to prioritize clean sport and enforcement, and that genuinely good horsemen in the sport will find a way to rise to the top and be the heroes that the hunter world so desperately needs.

Arbitrator Lifts Suspensions of Kelley Farmer and Larry Glefke – Jan 5, 2018

Editorial: Pres. Kessler, Please Put Our Money to Good Use – August 3, 2017

US Olympic Committee Sides with USEF, Glefke and Farmer Likely Exhaust Options – August 2, 2017

BREAKING: LARRY GLEFKE AND KELLEY FARMER PENALIZED FOR DOPING VIOLATIONS BY THE USEF HEARING COMMITTEE – June 30, 2017

THE SAD AND BIZARRE DEFENSE BY KELLEY FARMER AND LARRY GLEFKE – June 9, 2017

USEF Agrees to Grant Farmer/Glefke Rehearing Request on Doping Case – February 23, 2017

KELLEY FARMER AND LARRY GLEFKE RELEASE STATEMENT ON USEF SUSPENSION – January 12, 2017

‘Unexpected’ Tests Positive for GABA, Suspensions and Fines for Kelley Farmer and Larry Glefke – January 11, 2017