The return of the Dublin Horse Show to the RDS has seen the crowds flock back and an emotional level of engagement from those who perhaps never realised how important it was to their summer until it got taken away over the past two years.
It is the largest equestrian event on the island of Ireland and one of the largest prize pools for international show jumping anywhere in the world. Tomorrow’s Aga Khan Trophy brings the best show jumpers in the world to Dublin and has a special place in the sporting fabric of the City.
Longines, Land Rover, Lisney and the Very Group are among the top line sponsors of the event and we spoke to the RDS Sponsorship Manager Conor Meany this week about what is special about the event and more.
Sport for Business: What has been the response like from the public to getting the chance of reconnecting with the Dublin Horse Show?
Conor Meany, RDS Sponsorship Manager: The response has been incredible so far. The crowds for the opening day were much higher than anticipated and I think just highlights how excited people are for the show to be back.
SFB: Has there been a strong response as well from the traders and the exhibitors that have always been a big part of the experience?
CM: Yes, the traders that are here have incredible stands like always and no matter how much things progress digitally, there’s no substitute for being able to directly engage with the community which is what the traders really love about the show. We have a good mix of equestrian and non-equestrian brands so I think people are responding well.
SFB: Great to see Lisney signed up to become a sponsor, how have you found the marketplace within the corporate sector?
CM: We’re delighted to welcome Lisney on board and we’ve been fortunate enough to bring in some great brands like Kilkea Castle and Very too. I think the sector, in general, is probably more cautious than it was pre-Covid but at the same time, people want to get out there and engage with the public. The RDS has a lot of hospitality options so it brings the whole thing together nicely.
SFB: What is the main point of difference that a partnership with the RDS and the Dublin Horse Show can deliver?
CM: I think the combination of the footfall we have of over 100,000 each year coupled with a truly unique event in the heart of Dublin City allows us to offer a premium experience that isn’t found very often in Ireland.
SFB: How might a brand best activate if it came to a partnership all the way up to the Title sponsor?
CM: I think for a lot of brands activating a title sponsorship is likely multi-levelled. We certainly have the premium corporate experience to offer and then there are the general interactions with the public too.
Our move digitally has progressed so much too that we’re able to tie all those pieces together quite well. One of the good things about the show is that there’s an ambition for it not to sit still so whatever is the right option for one year may not be for the following year and we’re happy to adapt to that and work with partners to deliver what they want.
Ultimately, there’s a unique buzz around the RDS when it comes to the Dublin Horse Show and being connected with a property that has sponsors like Longines and Land Rover is something lots of brands want to be associated with.
We’re definitely excited to continue some of the discussions around the title sponsorship that have already started and hopefully we have someone in place for 2023.
SFB: How does the audience split between those who follow equestrian sport week in, week out and those who are looking for a different kind of sporting experience?
CM: It’s split into thirds. One-third are the die-hards of the sport who know everything there is to know about each rider and horse.
Then there are people familiar with equestrian sport but who may not interact it with every week and the RDS may be their biggest connection to the sport.
We then have the remaining group who like me are new to the sport but want to experience a big festival in the middle of Dublin and who can appreciate the power and grace of the horses even if the competition rules are a little bit more challenging!
SFB: Speaking to your new colleagues what are the biggest differences in terms of how the show is perceived, and promoted, now as opposed to when it was last held back in 2019?
CM: Naturally the move digitally has changed the means that people consume content and information. Our ticket sales were hugely ahead digitally this year and we weren’t sure whether or not that was due to increased digital fluency or not.
With the walk-up sales on Day 1 it looks like we are managing to reach the right people with the right message so hopefully the rest of the week is as big a success.
