Companies are finding new and unusual ways to promote.
Several brands are thinking outside the box when it comes to promotional partnerships.
Alongside the traditional routes to gain exposure and support the equestrian industry, these firms are trying something new.
Shires that pull pints
Burlybed has teamed up with the Hook Norton Brewery Shires. The Oxfordshire brewer is one of only two in the UK still delivering its ales by horse‑drawn dray.
Shire horses Brigadier, Balmoral and Cromwell live at the brewery where they have 18 acres of grazing and a recently restored Victorian stable block.
“These horses are living history and they deserve to be protected, championed and celebrated,” said a spokesperson for Burlybed.
Listen and learn
Zebra Products, distributor of brands such as Bucas, Sprenger and Veredus, has taken title sponsorship of the British Eventing Podcast for the 2026 season.
Produced in partnership with evening statistics specialist EquiRatings, the podcast delivers discussion, expert insight and interviews with top riders. It’s said to reach 555,000 listeners.
Says Simon Middleton, managing director of Zebra Products: “The podcast has become an important platform within the sport, one that informs, educates and connects riders and fans at every level.”
Helping out in tough times
Red Horse Products is supporting Hampshire Spirit Horse Rescue by donating 20p from every website order throughout 2026.
The company has also given the volunteer-run charity an initial £500 contribution, plus providing hoof care, skincare and wound support products.
Like many equine welfare charities, it’s been a tough few months for Hampshire Spirit Horse Rescue.
“We are so enthusiastic about this partnership, and are committed to meaningful, long-term support,” says Louise Austin, director at Red Horse Products.
The art of securing a contract
When Bedmax founder Tim Smalley secured his first bedding contract in Newmarket, he celebrated by buying an equestrian painting by Norman Hoad from a gallery in the town.
Twenty-five years later, Bedmax returns to racing’s headquarters to support a Spring exhibition of the Society of Equestrian Artists (SEA) at The National Horseracing Museum on 29 April to 21 May.
Open to all and free to visit, the exhibition coincides with Tattersall’s Breeze Up Sales and the Guineas Festival at the Rowley Mile.
“Equestrian art plays an important role in celebrating the heritage, beauty and spirit of the horse,” says Tim. “We’re delighted to help bring together artists, horsemen and enthusiasts at such a special time in the Newmarket calendar.”
