Phelps Sports

What Phelps Sports does

Phelps Media Group (operating in part under the Phelps Sports brand) is a privately held, U.S.-based sports media and marketing agency founded in 2002 by Olympian Mason Phelps, Jr. The firm is headquartered in Wellington, Florida, and specializes exclusively in the equestrian industry, serving horse shows, riders, trainers, and equestrian organizations with an integrated suite of services: branding, public relations, event coverage (photography, videography, and on-site media), social media management, custom web design, and sponsorship management. Recurring marquee clients include the Devon Horse Show, the Devon Fall Classic, and the National Horse Show, with a sub-brand (PS Dressage) dedicated to dressage-specific coverage.

The business is structured around event-driven, project-based professional services revenue, with work delivered through direct, relationship-based engagement rather than intermediaries or self-service channels. PMG also operates two owned-and-operated content properties—the Phelps Sports news portal and the PS Dressage vertical—which function as both marketing surfaces and ongoing audience assets distributed through Instagram, Facebook, Twitter, and an RSS feed. The firm does not disclose any proprietary technology platform, APIs, or AI/ML capabilities, and its public website is credited to an external digital vendor (Newstyle Digital).

The company employs between 251 and 500 people and reports no funding rounds, parent company, subsidiaries, M&A activity, or leadership changes since founding—consistent with a founder-controlled, bootstrapped niche agency. Owner-operator concentration with Mason Phelps, Jr. and reliance on a narrow event calendar in a single vertical (U.S. equestrian sports) define both the firm's specialization premium and its concentration risk profile.

Name

Phelps Sports

Legal name

Phelps Media Group

Website

https://phelpssports.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

251–500 employees

Short description

Phelps Media Group is a privately held U.S. sports media and marketing agency founded in 2002 by Olympian Mason Phelps, Jr., serving the equestrian industry with branding, PR, event coverage, social media, web design, and sponsorship management for horse shows, riders, and trainers.

Ownership category

akta.pro rank

Product category

Sports Public Relations & Media Services

NAICS

Spectator Sports (7112), Other Spectator Sports (711219)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Horse Racing Media, Data & Handicapping Content (MPAEADAF)

akta.pro secondary industry

Racecourse Hospitality, Sponsorship & On-Track Experiences (MPAEADAM)

Keywords

• Equestrian public relations
• Sports media services
• Equestrian event coverage
• Sports branding agency
• Social media management

Headquarters

HQ city

Florida

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Branding: Custom branding services for equestrian clients including horse shows, riders, trainers, and equestrian businesses. Revenue generated through project-based consulting engagements.
2. Public Relations Services: Public relations services including press release creation, media relations, and earned media coverage for equestrian industry clients.
3. Social Media Services: Social media management and content creation services for equestrian clients, likely delivered as ongoing retainers or project engagements.
4. Web Design Services: Custom web design and development services for equestrian industry clients.
5. Event Coverage Services: Photography, videography, and media coverage services for equestrian events including Devon Horse Show and National Horse Show.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Phelps Sports, operating under Phelps Media Group (PMG), delivers professional sports media, branding, public relations, event coverage, social media management, web design, and sponsorship management services to the equestrian industry. The Phelps Sports portal itself publishes equestrian news, press releases, and daily event coverage for major horse shows such as the Devon Horse Show and the National Horse Show.

Product overview

Phelps Sports operates as part of Phelps Media Group, an international equestrian sports media company founded in 2002 by Olympian Mason Phelps, Jr. The company offers a suite of integrated marketing and media services including Branding, Event Coverage, Public Relations, Social Media, Web Design, and Sponsorship Management. The product portfolio centers on two news portals—Phelps Sports and PS Dressage—which provide coverage of major equestrian events including the Devon Horse Show, Devon Fall Classic, and National Horse Show. These services are delivered as a unified offering for equestrian industry clients seeking comprehensive sports branding and public relations support.

Differentiator

Problem solved

Functional benefit

Brands

• Phelps Sports: Sports news and event coverage section focused on equestrian events
• PS Dressage

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Practical Horseman: Established equestrian publication focused on hunters, jumpers, and equitation with editorial coverage of major horse shows. Direct audience competitor to Phelps Sports in the hunter/jumper media vertical.
• The Plaid Horse: Independent equestrian media publication covering hunter/jumper horse shows, riders, and industry news. Direct competitor to Phelps Sports in the equestrian sports journalism and content space.
• Chronicle of the Horse: One of the most established equestrian media brands covering multiple disciplines including hunters, jumpers, eventing, and dressage. Closest large-scale peer to Phelps Sports given parallel event-coverage and editorial focus.
• Sidelines Magazine: Long-running equestrian magazine and digital media outlet covering hunter/jumper and equestrian lifestyle content. Competes directly with Phelps Sports for audience attention and equestrian industry advertising dollars in the same horse show media niche.
• Jump Media: Equestrian-focused PR and media firm providing press release distribution, social media, and publicity services to horse show organizers and riders. Operates in the same niche services category as Phelps Media Group.

Emerging players

• Horse Network: Digital equestrian media platform covering news, lifestyle, and sport content across multiple disciplines. Overlaps with Phelps Sports in audience-facing equestrian news and event coverage.
• Noelle Floyd.com: Digital-first equestrian lifestyle and sport media platform with strong social reach. Represents the digital-native competitive threat to Phelps Sports' traditional event-coverage and content model.

Broad incumbents

• IMG (Endeavor): Global sports management and media agency with equestrian event operations and athlete representation. Provides a scaled reference point for PMG's integrated sports services model in a larger, multi-sport context.
• Octagon: Global sports marketing and sponsorship agency with experience across major sports including equestrian properties. Represents the broad-incumbent comparable for PMG's sponsorship management and PR services.

Regional players

• Horse & Hound: Leading UK and international equestrian magazine and digital outlet with strong hunter/jumper and eventing coverage. Geographic peer to Phelps Sports serving overlapping equestrian audiences in different territories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/phelpssports
• Facebookfacebook.com/pages/Phelps-Media-Group/448941935410
• Instagraminstagram.com/phelpsmediagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Phelps Sports