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How to Increase Sponsorship Revenue With India Wilkinson

If you're a rider or professional equestrian, or you serve on a committee or board that helps to plan equestrian events, sponsorship is key to growing your revenue. And with revenue growth, you can do more of what you love. Here are some practical steps you can take to increase your sponsorship revenue.

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Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!

You know what all horse shows and rodeos have in common, regardless of the area of the world or even the discipline represented?


From banners and tents and VIP boxes to individual rider sponsorships and print materials, as my guest India Wilkinson says on this episode, “Everything can be sponsored!”

Sponsorship revenue is a driving force in the equestrian industry—it’s often how you and your clients and customers are able to win prize money at shows and arenas. That goes for a local 4-H or saddle club event, all the way up to larger national and international events.

And it’s all connected!

As your sponsorship revenue increases, your purse increases thereby increasing your competitor numbers which in turn can bring in more attendees.

See what I mean?

So, given the necessity and opportunity for sponsorships, are there certain things you can do as an equestrian professional, event committee member, or rider to increase your sponsorship revenue?


India Wilkinson has sold more than three million dollars in sponsorships. Plus, she’s also been on the other side as a corporate sponsor. So, she has a thorough understanding of what it takes to sell sponsorships well.

When you follow her five step process, you’re going to build relationships and partnerships with your sponsors that will last far past your event!

5 Steps to Increase Sponsorship Revenue With India Wilkinson

  1. Define. What are your sponsorship opportunities? Who is your best-fit audience?

  2. Ask. Make the ask and be ready to customize your package to meet the sponsor’s needs.

  3. Listen. What goals does your potential sponsor want to meet? What’s important to them as a sponsor?

  4. Execute. Do what you said you’re going to do. Take time to make sure each promise of the sponsorship agreement has been completed.

  5. Thank and Follow-up. Be intentional to show sincere appreciation for your sponsors and show them how you met (hopefully, exceeded) their expectations.

Of course, you'll want to listen to the full episode to hear all of the specific examples and insights that India shared so you can apply them to your own horse business or equine event!

Links Mentioned In This Episode

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