Managing a multimedia PR campaign for Agria Equine UK's sponsored riders required a carefully balanced approach that delivered visibility, credibility, and long-term brand alignment.
Managing a multimedia PR campaign for Agria Equine UK's sponsored riders required a carefully balanced approach that delivered visibility, credibility, and long-term brand alignment.
The campaign spanned elite dressage, eventing, showjumping and youth-focused media, with coverage secured across the UK’s leading equestrian titles. This included two in-depth training features with Joe Stockdale in Horse & Hound, positioning him as an authority within British Showjumping. These masterclass-style pieces focused on precision, balance and confidence-building exercises, delivering genuine value to readers while naturally embedding Agria’s association with performance and welfare at the top level of the sport. The features were further extended across Horse & Hound’s online platforms, increasing longevity and reach beyond print.
A four-part training series with Gareth Hughes in Your Horse allowed for deeper storytelling and continuity. The content focused on test accuracy, biomechanics, rider feel and developing confidence in the arena, subjects that resonate strongly with the magazine’s core readership. By anchoring Agria’s sponsorship within educational, skill-building content, the series reinforced the brand’s long-term commitment to horse welfare, rider development and informed ownership, rather than short-term promotional exposure.
PR activity for Ros Canter was delivered across Horse & Rider and PONY Magazine, broadening Agria’s visibility across both adult and youth audiences. Three Horse & Rider features focused on training, balance, and management at five-star level, positioning Ros as both an elite competitor and an accessible educator. This was complemented by extended coverage in PONY Magazine, where content was adapted to inspire and educate younger riders through confidence-building, horse care and mindset-led storytelling. This multi-title approach ensured Agria’s sponsorship reached riders at different stages of their equestrian journey while maintaining consistent brand values.
The campaign also extended beyond specialist equestrian press. Coverage included a picture-led feature in The Times around the Agria FEI European Eventing Championships, where all British riders competing at the Championships were sponsored by Agria. This national exposure elevated the sponsorship from industry-level visibility to mainstream recognition, reinforcing Agria’s position as a key supporter of British equestrian sport on the international stage.
Across print, online and video-led content, the campaign demonstrated a strategic, editorial-first approach to sponsored rider PR, prioritising authority, education and authenticity. The campaign culminated in an estimated AVE value of £6-7 million.
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