Gothenburg Horse Show

What Gothenburg Horse Show does

Gothenburg Horse Show is an annual indoor equestrian competition held each February at the Scandinavium arena in Gothenburg, Sweden. Founded in 1977 and organized by Got Event AB — a municipally owned arena and event company of the City of Gothenburg — the event is run in partnership with the Swedish Equestrian Federation (Svenska Ridsportförbundet) and the international federation FEI. The five-day program combines elite international competition in show jumping, dressage, and vaulting with the co-located EuroHorse trade fair (170+ exhibitors), youth development programs (Sverigeponnyn, Lӧvsta Future Challenge, Arena Youth Tour), and an industry seminar (Hästföretagarforum). Attendance has exceeded 3 million visitors cumulatively, with 100,000+ spectators per edition, and the event is sanctioned to host FEI World Cup events — including a triple-discipline Finals in 2027 marking its 50th anniversary.

The core technology stack is modest and event-operational rather than product-led: ticket sales flow through Ticketmaster, the event runs its own streaming platform (GHSLive.com) for digital coverage, and the Got Event Tillgänglighet app delivers sign-language interpretation, audio description, and accessibility features directly to spectators' phones. Web analytics run on Matomo; sustainability reporting is built on SUSA standards since 2016 with ISO 20121 / Svensk Miljöbas certification planned. The team is lean at roughly 7 core employees, supplemented by an organizational committee of sport representatives, federation officials, and partner liaisons.

Revenue is generated across four streams: ticket sales (single, series, group, student via Mecenat), corporate hospitality packages (VIP seating, Premium Lounge, meeting rooms, backstage tours), multi-tier sponsorship arrangements (main partners Agria, Guldfynd, Hööks, ATG, Volvo, Mips, AJ Produkter plus official and media partners), and EuroHorse trade-fair marketplace commissions plus on-site concessions. Go-to-market is event-driven and primarily domestic, with Västtrafik public-transport integration and Gothenburg city co-marketing supporting sustainable-attendance initiatives. Financial figures are not publicly disclosed, consistent with the event's status as a municipally owned operating entity within the City of Gothenburg's portfolio.

Name

Gothenburg Horse Show

Legal name

Got Event AB

Website

https://gothenburghorseshow.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

1–10 employees

Short description

Gothenburg Horse Show is an annual five-day indoor equestrian competition held at Scandinavium arena in Gothenburg, Sweden, organized by municipally owned Got Event AB. It hosts FEI World Cup events, the EuroHorse trade fair, and serves 100,000+ spectators, corporate hospitality clients, and equestrian athletes annually.

Ownership category

akta.pro rank

Product category

Live Equestrian Events

NAICS

Racetracks (711212), Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

Keywords

• Indoor equestrian events
• FEI World Cup
• Show jumping competitions
• Dressage competitions
• Equestrian trade fairs

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from individual event tickets including single tickets, series tickets, group bookings, student tickets via Mecenat partnership. Multiple price categories for different sessions and days.
2. Corporate Hospitality Packages: Premium corporate packages including VIP seating, dining in Premium Lounge, exclusive entrance, and networking opportunities. Also includes meeting room bookings and backstage tours.
3. Sponsorship Revenue: Partnership arrangements with main partners (Agria, Guldfynd, Hööks, ATG, Volvo, Mips, AJ Produkter), official partners, media partners, and official suppliers.
4. Merchandise and Concessions: Revenue from EuroHorse trade fair with 170+ exhibitors offering equestrian equipment, clothing, and accessories. Food and beverage concessions within the venue.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Gothenburg Horse Show produces an annual five-day indoor equestrian competition at Scandinavium arena in Gothenburg, Sweden, featuring FEI-sanctioned classes in jumping, dressage, and vaulting. Revenue is generated through ticket sales (individual, series, group, premium, corporate, student), sponsorship agreements, the co-located EuroHorse trade fair, and hospitality packages, all bundled with public transport access.

Product overview

Gothenburg Horse Show is a single major event product—a world-leading indoor equestrian competition held annually at Scandinavium arena. The offering centers on the main event featuring competition classes including Longines FEI Jumping World Cup, FEI Dressage World Cup, Gothenburg Trophy, Lövsta Future Challenge (U25 and young horses), ATG Riders League Final, Sverigeponnyn, Swedish Warmblood Trophy, and Arena Youth Tour. The portfolio includes related ticketed products (single tickets, series tickets, premium packages, corporate packages, student tickets, group bookings), the companion trade fair EuroHorse, the streaming platform GHSLive, the accessibility app Got Event Tillgänglighet, and the horse industry seminar Hästföretagarforum. These products collectively create an integrated equestrian sports and lifestyle experience.

Differentiator

Problem solved

Functional benefit

Brands

• Stiftelsen Göteborg Horse Show: The Gothenburg Horse Show Foundation that awards scholarships to elite junior and young riders.

Products and services

• Gothenburg Horse Show (Annual Indoor Equestrian Event) Annual five-day indoor equestrian competition at Scandinavium arena in Gothenburg, Sweden, featuring FEI World Cup classes in jumping, dressage, and vaulting. Open to individual spectators, families, riding clubs, and corporate hospitality clients.
• Biljetter (Event Tickets) Ticket categories for the Gothenburg Horse Show including single tickets, series tickets, group bookings (20+ people), premium packages, corporate packages, and discounted student tickets via Mecenat, covering day and evening passes from Wednesday through Sunday.
• EuroHorse Trade Fair Equestrian trade fair held in conjunction with Gothenburg Horse Show at Svenska Mässan, featuring 170+ exhibitors offering equestrian equipment, clothing, and accessories, plus paddock demonstrations and educational content. Open Thursday through Sunday with combined-event access.
• GHSLive Streaming Platform Owned digital streaming platform providing comprehensive digital experience of Gothenburg Horse Show, offering live competition coverage and on-demand content.
• Got Event Tillgänglighet Accessibility App Mobile application providing interpretation services and accessibility features directly on visitors' phones during competitions, including sign language interpretation, audio description, and hearing loop functionality for equestrian events.
• Hästföretagarforum Seminar Annual seminar for entrepreneurs in the horse industry, held in conjunction with Gothenburg Horse Show and EuroHorse at Svenska Mässan.
• Corporate Hospitality Packages Premium corporate packages including VIP seating, dining in Premium Lounge, exclusive VIP entrance, welcome drink, lunch/dinner buffet, wardrobe, access to EuroHorse, and optional meeting rooms and backstage tours for business clients.
• Gothenburg Trophy Competition Class Prestigious show jumping class with 1.55m high obstacles, consisting of a qualifying round and a decisive jump-off, contested at Gothenburg Horse Show.
• Longines FEI Jumping World Cup (Western European League) Part of the Western European league of the Longines FEI Jumping World Cup series, hosted at Gothenburg Horse Show since the league's 1979 inception.
• FEI Dressage World Cup (Western European League) Part of the Western European league of the FEI Dressage World Cup series, hosted multiple times at Gothenburg Horse Show.
• Lövsta Future Challenge Program promoting young talents in both horses and riders across jumping and dressage, including U25 classes for young riders and young horses categories, creating a pathway to Grand Prix-level competition.
• ATG Riders League Final The grand final of ATG Riders League, a show jumping series at 1.35 and 1.50 height levels, held during Gothenburg Horse Show.
• Sverigeponnyn presented by Guldfynd Traditional influence competition for C-ponny riders, one of the most popular features of Gothenburg Horse Show, attracting C-ponny teams from across Sweden to the national finals.
• Swedish Warmblood Trophy presented by Hyperion Stud Competition giving the best young horses from the Swedish Warmblood (SWB) Breeders Trophy a chance to compete at Scandinavium arena.
• Arena Youth Tour Youth jumping tour allowing qualified riders to compete at both Sweden International Horse Show and Gothenburg Horse Show. Takes a break for the 2026/2027 season.

Quantifiable outcome

• 34% of visitors traveled sustainably (public transport) in 2026, up 7% from previous year
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

22 partnerships are on record, tiered major, main partner, core, official partner, official supplier, strategic and minor.

• LonginesmajorGTM or Marketing Partner · 1 January 2027Official timekeeper for FEI World Cup events and official partner. Swiss watch brand with long history of sports timing since 1878, serving as official timekeeper at major international championships.
• Agria Djurförsäkringmain partnerGTM or Marketing Partner · 1 January 2025Main partner of the event, presenting sponsor for FEI Dressage World Cup. Specialist insurance company for animal and crop insurance with core values of specialist knowledge, animal love, and empathy.
• ATGmajorGTM or Marketing Partner · 1 January 2025Long-term partner since the event's inception in 1977. Gaming company that allocates over 1.7 billion SEK annually to the horse industry. Sponsor of ATG Riders League final at the event and federation sponsor for Swedish Equestrian Federation.
• Volvo Carsmain partnerGTM or Marketing Partner · 1 January 2025Main partner, highlighting connection to Gothenburg (both brands are integral to the city's identity). Partnership focuses on sustainability, safety, diversity, and electric mobility. Main partner since the event's beginnings.
• Hööks HästsportmajorGTM or Marketing Partner · 1 January 2025Main sponsor and Scandinavia's leading company in the horse sports industry. Offers large range of products for riders, horses, and dogs with stores in Sweden, Norway, Denmark, and Finland plus web shop.
• MipsmajorGTM or Marketing Partner · 1 January 2025Main sponsor specializing in brain protection technology for helmets. Partnership aligns with equestrian safety focus.
• AJ ProduktermajorGTM or Marketing Partner · 1 January 2025Main sponsor providing workplace furniture and equipment. Company operates in 20 countries with three own factories, improving work environments for over half a million people in Europe annually.
• EuroHorsecoreStrategic or Co-development Partner · 1 January 2025Horse sports fair at Svenska Mässan conducted in parallel with Gothenburg Horse Show. Combined ticket gives access to both events. Features 170+ exhibitors, shopping, paddock program, and educational content.
• Lövsta Future ChallengemajorStrategic or Co-development Partner · 1 January 2025Joint initiative for youth rider and young horse development. Creates pathway for Grand Prix-level competition in jumping and dressyr. Includes U25 challenge and young horses series at the event.
• Hyperion Studofficial partnerGTM or Marketing Partner · 1 January 2025Sponsor of Swedish Warmblood Trophy (SWB Trophy). American-owned Swedish breeding operation with facilities in Virginia, USA, and Wellington, Florida. Created by Vicky Castegren with Swedish parents.
• Got Event ABcoreOthers · 1 January 2025Event organizing company owned by Gothenburg City. Acts as the official organizer of Gothenburg Horse Show on behalf of FEI and Svenska Ridsportförbundet. Manages the arena and event operations.
• Evidensia Djursjukvårdofficial supplierOthers · 1 January 2025Official animal healthcare supplier providing veterinary services during the event.
• ChargeNodeofficial supplierOthers · 1 January 2025Official supplier for EV charging solutions, supporting sustainability initiatives at the event.
• VästtrafikstrategicGTM or Marketing Partner · 1 January 2025Public transport provider whose tickets are included in event tickets for travel within Zone A (Gothenburg, Mölndal, Partille, Öckerö). Partnership supports sustainable transportation goals.
• Göteborg & CostrategicOthers · 1 January 2025Gothenburg tourism organization and co-sponsor of sustainable transportation initiatives including Västtrafik ticket inclusion.
• MecenatminorChannel Partner/ Reseller/ Distributor · 1 January 2025Student benefits platform distributing discounted event tickets to CSN-eligible students. Biljettsläpp announced for October 16, 2025.
• Mips Protectionofficial partnerGTM or Marketing Partner · 1 January 2025Brain protection technology company for equestrian helmets, official partner at the event.
• Maya Delorezofficial partnerGTM or Marketing Partner · 1 January 2025Dressage masterclass presenter at the event, featuring international dressage stars.
• Swedish Warmblood (SWB)majorStrategic or Co-development Partner · 1 January 2025Swedish warmblood breeding organization whose top young horses compete in SWB Trophy at the event, promoting Swedish horse breeding.
• GuldfyndmajorGTM or Marketing Partner · 1 January 2023Presenting partner of Sverigeponnyn since autumn 2023. Market leader in Sweden for jewelry and goldsmith products with 118 stores nationwide. Partnership aligns with Sverigeponnyn's national reach of 300+ C-ponny teams.
• FEI (Fédération Equestre Internationale)coreStrategic or Co-development Partner · 1 January 1977The International Equestrian Federation mandates and sanctions Gothenburg Horse Show as an official FEI World Cup venue. The event is organized on behalf of FEI, and FEI World Cup Finals in jumping, dressage, and vaulting are hosted at the event. FEI logos and branding appear prominently throughout event materials.
• Svenska Ridsportförbundet (Swedish Equestrian Federation)coreStrategic or Co-development Partner · 1 January 1977Co-organizer alongside FEI, the Swedish Equestrian Federation collaborates on event programming, youth development initiatives, and the scholarship program. They jointly award the Stiftelsen Gothenburg Horse Show scholarship with the event organization.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jumping Amsterdam: Indoor equestrian show at RAI Amsterdam combining FEI World Cup jumping/dressage with entertainment programming. Comparable scale, audience, and corporate hospitality positioning.
• Madrid Horse Week: Annual indoor equestrian festival at IFEMA Madrid featuring FEI jumping, dressage, and parallel entertainment formats. Direct competitor for European indoor event audiences and sponsor budgets.
• Saut Hermès: Indoor show jumping event at Grand Palais in Paris under Hermès's title sponsorship. Comparable premium positioning, brand-partnership-driven revenue model, and luxury corporate hospitality focus.
• CHI Geneva: One of the world's most prestigious indoor equestrian shows held at Palexpo in Geneva. Hosts FEI World Cup Finals in jumping and operates the same event-driven, sponsor-and-hospitality revenue model.
• Wellington International (Winter Equestrian Festival): Largest annual equestrian festival in the US, held in Wellington, Florida. Comparable multi-week format combining FEI events, trade fair (Equine Affaire-style), and youth programs; competes for global sponsor share.
• London International Horse Show: Annual indoor equestrian show held at Olympia in London. Same format (multi-day indoor FEI World Cup leg with jumping and dressage), same target market (families, equestrian enthusiasts, corporate hospitality), same revenue mix (tickets, sponsors, trade fair).
• Sweden International Horse Show: Stockholm's premier indoor equestrian event (Friends Arena). Directly competes for Swedish equestrian audiences and shares the Arena Youth Tour youth-development pathway with Gothenburg.
• Dublin Horse Show (RDS): Long-running Irish national equestrian show with international classes. Same multi-discipline indoor/outdoor format and similar mix of competition, trade fair, and family programming.
• Piazza di Siena (CSIO Rome): Historic outdoor/international equestrian show in Rome. Operates as an FEI-sanctioned event with similar combination of national cup classes, international classes, and lifestyle hospitality.

Others

• Got Event AB (parent): Municipal arena and event company of the City of Gothenburg that operates Gothenburg Horse Show and other events at Scandinavium. Parent entity, not a competing peer, but relevant for understanding the operating model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GothenburgHorseShow
• LinkedInlinkedin.com/company/gothenburg-horse-show
• Instagraminstagram.com/gothenburghorseshow
• TikToktiktok.com/@gothenburghorseshow

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

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 Gothenburg Horse Show