What EquiRatings does

EquiRatings Ltd is an Ireland-based (Carlow) private sports data and analytics company founded in 2014 by Sam Watson, operating with 1–10 employees and serving the global equestrian sport market. The company combines data science, equestrian domain expertise, and storytelling to deliver analytics, media services, and consultancy across three core business divisions: Sport Promotion (data and media services to shows, events, and brands), Risk Analytics (venue and competition safety analytics to federations and governing bodies), and Horse Sourcing (consultancy for horse identification and rider matching).

The company's core technology is a proprietary Elo rating system that dynamically rates horses and riders in show jumping and eventing based on past results, quality of opposition, and consistency over time. This Elo engine powers public-facing Win Chance prediction platforms (Jumping Prediction Centre and Eventing Prediction Centre), horse and rider ranking pages, and event-level form guides. Additional platform assets include Eventing Manager 2.0 (competition management), an extensive content and podcast portfolio (Jumping and Eventing podcasts, Fan Guide magazines), and risk analytics dashboards fed via federation APIs or shared databases.

EquiRatings operates a B2B go-to-market anchored by enterprise relationships with the FEI (Fédération Equestre Internationale), US Equestrian, British Eventing, and major events including Gothenburg Horse Show, Winter Equestrian Festival, MARS Badminton Horse Trials, and Defender Kentucky. Revenue is generated through subscription/recurring arrangements for Sport Promotion and Risk Analytics, professional service fees for Horse Sourcing, and media/content services. The company received early-stage support from NDRC (an Irish technology accelerator) in 2015, and operates globally with named coverage of competitions across Europe, the UK, Ireland, and the United States.

Name

EquiRatings

Legal name

EquiRatings Ltd

Website

https://equiratings.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

EquiRatings is an Ireland-based sports analytics firm that delivers proprietary Elo ratings, win-chance predictions, risk analytics, and media services to federations, event organizers, brands, and high-performance teams in global equestrian sport.

Ownership category

akta.pro rank

Product category

Equestrian Sports Analytics

NAICS

All Other Amusement and Recreation Industries (71399)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Horse Racing Media, Data & Handicapping Content (MPAEADAF)

Keywords

• Equestrian performance analytics
• Sports data services
• Predictive analytics platform
• Athlete rating systems
• Competition management software

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Sport Promotion Services: Data and media services provided to shows, events, and brands in the equestrian industry. Includes public-facing platforms, content creation, fan guides, and promotional analytics services.
2. Risk Analytics Services: Equestrian safety and venue risk analytics services to federations and governing bodies. Operates dedicated risk dashboard platforms for federation clients. Revenue appears to be contract-based with federation partners.
3. Horse Sourcing Services: Horse identification and sourcing services for riders. Includes a dedicated platform and internal CRM for managing rider relationships. Revenue likely from consultation fees or service contracts.
4. Media and Content Services: Podcast production, articles, and multimedia content distribution. Marketing communications distributed via third-party email marketing platforms (Mailchimp).

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

EquiRatings provides data-driven performance analytics, predictive modelling, and media services exclusively for equestrian sports (show jumping and eventing). Its core products are the proprietary Elo-based Horse and Rider Rating system, the Win Chances prediction platforms for jumping and eventing, and B2B services covering Sport Promotion, Risk Analytics for federations, and Horse Sourcing consultancy for riders.

Product overview

EquiRatings is a data analytics platform for equestrian sport combining Data Science, Equestrian Experience, and Storytelling. The portfolio includes Win Chances prediction products (Eventing Win Chances and Jumping Win Chances/Prediction Centres) that use the proprietary Elo rating system to forecast competition outcomes, the Horse Ratings system providing dynamic performance ratings for horses, Eventing Manager 2.0 competition management platform, Horse Sourcing division for rider horse-matching services, Risk Division providing venue safety analytics to federations, Sport Promotion division for media services, and Fan Guides/Magazines delivering data-driven event coverage. The company also produces the Jumping Podcast and Eventing Podcast. The products work together as a unified analytics ecosystem covering performance prediction, competition management, and equestrian business intelligence.

Differentiator

Problem solved

Functional benefit

Brands

• Eventing Manager: Performance management platform for eventing
• Win Chances
• EquiRatings News
• Horse Sourcing

Products and services

• Eventing Win Chances (Eventing Prediction Centre) Data-driven win probability predictions for eventing competitions, using the EquiRatings Elo rating system to forecast outcomes based on historical performance and competition data. Used by eventing fans, teams, riders, and event organizers.
• Jumping Win Chances (Jumping Prediction Centre) Win chance predictions for show jumping competitions powered by the EquiRatings Elo rating system, providing probability assessments for horse-rider combinations across major show jumping events.
• Horse Ratings (Elo Rating System) Proprietary Elo rating system that dynamically measures horse and rider performance based on past results, quality of opposition beaten, and consistency over time. Includes current and all-time top horses rankings for both eventing and show jumping.
• Eventing Manager 2.0 Competition management platform for eventing, featuring tools for event organization, scheduling, and competition management including the Eventle game/competition feature.
• Horse Sourcing Consultancy Dedicated service providing horse identification and sourcing for competitive riders, using performance data to match riders with suitable horses.
• Risk Analytics (Federation Risk Service) Equestrian safety and venue risk analytics services provided to federations and governing bodies, including dedicated risk dashboard platforms for competition safety assessments and venue risk management.
• Sport Promotion Services Data and media services for equestrian shows, events, and brands, including data-driven storytelling, fan guides, public-facing platforms, and promotional analytics.
• Fan Guides (Data-Driven Magazines) Data-driven sporting story publications for major equestrian events including Badminton, Kentucky, WEF, US Equestrian Open qualifiers, Dublin Horse Show, and European Championships, published as digital magazines and PDFs.

Quantifiable outcome

• 12 consecutive clear rounds at CSI5* 160 level achieved by Nina Mallevaey and Dynastie de Beaufour
• +3 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• Mailchimp (The Rocket Science Group LLC)minorOthersMailchimp is used as a third-party email marketing platform to distribute marketing communications on behalf of EquiRatings. Since Mailchimp is US-based, personal data is transferred outside the EEA in connection with marketing distribution, with appropriate safeguards in place.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Stats Perform: AI-powered sports data and analytics company serving media, leagues, and federations across multiple sports. Broad incumbent with overlapping AI/prediction technology and federation relationships — likely the most direct 'sports-analytics stack' competitor.
• Sportradar: Global sports-data and content company serving federations, leagues, media and betting operators. Broad incumbent because it already integrates data and content with major sports federations — the same buyer profile EquiRatings targets — and could credibly extend into equestrian at scale.
• Genius Sports: Sports data, technology and content provider to sports leagues, federations and media globally. Broad incumbent competing for the same federation-tier data and content contracts EquiRatings serves, with much greater scale.

Direct peers

• Equibase: The dominant US horse-racing data and handicapping company, providing form, past performances, and analytics on every North American runner. Direct peer because it operates the same data-plus-handicapping-content model for the horse-racing side of equestrian sport, serving racing fans, media, and industry buyers.
• Racing Post: UK horse-racing data, form and media business providing racecards, results and handicapping products to consumers and the racing industry. Direct peer in the data-plus-content model for horse sport, although with a UK racing — rather than show-jumping/eventing — focus.
• Plusvital: Ireland-based equine science and performance analytics company, with products spanning genetic testing and performance analysis for racehorses and sport horses. Direct peer because it sells data-driven performance and welfare insights into the same equine producer/trainer/customer ecosystem, and shares an Irish base.

Regional players

• Daily Racing Form: Long-running US horse-racing data, handicapping and media brand covering North American racing. Regional peer because it is single-geography (US) and racing-focused, sharing the ratings-and-form-guide content DNA but not the federations/governance footprint.
• At The Races: UK-focused horse-racing media and data platform owned by a consortium of racecourses. Regional peer operating a similar fan-guide/form-guide model for British and Irish racing, but without EquiRatings' show-jumping/eventing discipline coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@equiratings8351
• Facebookfacebook.com/equiratings
• LinkedInlinkedin.com/company/equiratings
• Instagraminstagram.com/equiratings
• Xx.com/EquiRatings

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EquiRatings