Equestrian Events, Inc.

What Equestrian Events, Inc. does

Equestrian Events, Inc. (EEI) is a private non-profit charitable organization founded in 1976 and headquartered in Lexington, Kentucky. EEI operates the Defender Kentucky Three-Day Event, one of only seven annual CCI5* three-day eventing competitions worldwide and the largest and longest-running Five Star event in the Americas, held annually on the last weekend in April at Kentucky Horse Park (a 1,200-acre venue). The organization's core products are three concurrent high-level equestrian competitions: the CCI5*-L eventing competition (Defender Kentucky Three-Day Event), the CCI4*-S eventing competition (Cosequin Lexington CCI4*-S), and the CSI5* show jumping competition (Kentucky International CSI5*) — a combination unique outside of world championships since 2025. The event draws 90,000+ spectators annually, supported by approximately 2,500 volunteers.

EEI monetizes through a layered ticket and hospitality portfolio: single-day and multi-day grounds admission ($28–$161), reserved seating in Rolex Stadium for dressage and show jumping, premium all-inclusive hospitality (Five Star Club from $2,600, Lexington Club from $1,800, Kentucky Club from $370, Members Pavilion from $400), tailgating packages (from $475), preferred parking (from $260), commentary headsets, official event programs, and merchandise via The Three-Day Shop. Distribution runs primarily through Etix as official ticketing partner, with digital delivery for standard tickets and physical mailing for hospitality packages, plus live streaming on USEF Network and Clip My Horse TV for remote audiences. Sponsorship revenue anchors the commercial model, with MARS Equestrian as presenting sponsor, Land Rover/Defender as Official Luxury Vehicle, Cosequin as CCI4*-S title sponsor, and Hagyard Equine Medical Institute as Kentucky International CSI5* Grand Prix presenter.

EEI maintains a small core team of approximately 20 employees supplemented by a deep volunteer ecosystem, and operates a modest technology stack consisting of the K3DE mobile app, the Cross-Country Course App, the Inside Kentucky podcast, and conventional analytics tools (Google Analytics, Meta Pixel) for digital marketing and audience engagement.

Name

Equestrian Events, Inc.

Legal name

Equestrian Events, Inc.

Website

https://kentuckythreedayevent.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Equestrian Events, Inc. is a Lexington, Kentucky-based non-profit founded in 1976 that organizes the Defender Kentucky Three-Day Event, one of only seven annual CCI5* equestrian competitions worldwide and the largest Five Star event in the Americas, serving 90,000+ spectators annually through ticketing, hospitality, sponsorship, and merchandising.

Ownership category

akta.pro rank

Product category

Live Event Entertainment & Equestrian Sport Competitions

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

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

akta.pro secondary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

Keywords

• Equestrian event management
• Three-day eventing competitions
• Premium hospitality packages
• Show jumping tournaments
• FEI CCI5 competitions

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Ticket Sales: Revenue from selling grounds admission tickets (single-day and multi-day packages), reserved seating in Rolex Stadium for dressage and show jumping, and Kentucky International CSI5* Grand Prix tickets.
2. Hospitality Packages: Premium all-inclusive hospitality experiences including Five Star Club (from $2,600), Lexington Club (from $1,800), Kentucky Club (from $370), and Members Pavilion (from $400). These include grounds admission, reserved seating, food and beverage service, and exclusive tent access.
3. Tailgating Packages: Saturday cross-country day tailgating packages including Platinum (premium views), Premium, and Standard tailgating (from $475), plus Tailgating Tent packages for those without vehicles.
4. Parking and Add-Ons: Revenue from preferred parking passes (from $260), commentary headsets (from $30), official event programs (from $13), and merchandise sales.
5. Merchandise Sales: Official merchandise sold through The Three-Day Shop at sstack.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Equestrian Events, Inc. organizes and produces the annual Defender Kentucky Three-Day Event at Kentucky Horse Park in Lexington, KY, featuring CCI5*-L eventing, CCI4*-S eventing, and CSI5* show jumping competitions. The organization sells grounds admission tickets, reserved stadium seating, premium all-inclusive hospitality packages, tailgating experiences, parking passes, commentary headsets, and official merchandise to spectators and corporate hospitality clients.

Product overview

Equestrian Events, Inc. organizes the Defender Kentucky Three-Day Event, an annual premier equestrian competition held at Kentucky Horse Park in Lexington, KY. The company offers a portfolio of event experiences centered around three core competitions: the CCI5*-L eventing competition (Defender Kentucky Three-Day Event), the CCI4*-S eventing competition (Cosequin Lexington CCI4*-S), and the CSI5* show jumping competition (Kentucky International CSI5*). Ticket products range from basic grounds admission to premium hospitality packages including the Five Star Club (all-inclusive luxury), Lexington Club (ringside hospitality), Kentucky Club (Saturday-only cross-country hospitality), and the new Members Pavilion (2026 premium experience). Add-on experiences include tailgating packages, preferred parking, commentary headsets, and official event programs. The company provides two companion mobile applications: the K3DE App for schedules, live scores, and event information, and the Cross-Country App for exploring course maps and navigating the venue.

Differentiator

Problem solved

Functional benefit

Brands

• Defender Kentucky Three-Day Event: The main CCI5*-L eventing competition held annually at the Kentucky Horse Park in Lexington, Kentucky.
• Cosequin Lexington CCI4*-S
• Kentucky International CSI5*

Products and services

• Defender Kentucky Three-Day Event (CCI5*-L) The premier CCI5*-L eventing competition held annually at Kentucky Horse Park in Lexington, KY. Combines dressage, cross-country, and show jumping phases at the highest international eventing level. Largest Five Star three-day event in the Americas and one of only seven worldwide. Held the last weekend in April each year.
• Cosequin Lexington CCI4*-S

Quantifiable outcome

• 90,000+ spectators annually
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

15 partnerships are on record, tiered flagship/title, core and minor.

• MARS Equestrianflagship/titleGTM or Marketing PartnerMARS Equestrian is the presenting sponsor of the Defender Kentucky Three-Day Event. The event is officially named 'Defender Kentucky Three-Day Event presented by MARS Equestrian' and 'Defender/USEF CCI5*-L Eventing National Championship presented by MARS Equestrian'.
• Land RovercoreGTM or Marketing PartnerLand Rover is the Official Luxury Vehicle of the Kentucky Three-Day Event. Defender is described as the official luxury vehicle of the Kentucky Three-Day Event.
• CosequincoreGTM or Marketing PartnerCosequin is the title sponsor of the Cosequin Lexington CCI4*-S competition at the event.
• Hagyard Equine Medical InstitutecoreGTM or Marketing PartnerHagyard Equine Medical Institute is the presenting sponsor of the Kentucky International CSI5* Grand Prix.
• L.V. HarknessminorGTM or Marketing PartnerL.V. Harkness is the Official Award Provider of the event. Based in Lexington, Kentucky, they create custom trophies and awards for prestigious sporting events through their in-house design and engraving team.
• Kentucky Horse ParkcoreStrategic or Co-development PartnerKentucky Horse Park is the venue for the Kentucky Three-Day Event. Located at 4089 Iron Works Pkwy, Lexington, KY 40511, the 1,200-acre park hosts the event annually.
• Fédération Equestre Internationale (FEI)coreStrategic or Co-development PartnerFEI is the international governing body for equestrian sport that governs the eventing and show jumping competitions at the event. The event uses FEI designations CCI and CSI.
• United States Equestrian Federation (USEF)coreStrategic or Co-development PartnerUSEF is the domestic governing body for equestrian sport in the United States. The event serves as the Defender/USEF CCI5*-L Eventing National Championship.
• Dubarry of IrelandminorGTM or Marketing PartnerDubarry of Ireland is the presenting sponsor of the 'What to Wear' guide for the event, providing style guidance for spectators.
• Hilltop BiominorGTM or Marketing PartnerHilltop Bio is the sponsor of the Hilltop Bio Volunteer Lounge where volunteers can get information, take breaks, and grab snacks.
• EtixcoreTechnology or IntegrationEtix is the official ticketing platform for all ticket sales including grounds admission, reserved seating, hospitality packages, and tailgating. They handle digital and physical ticket delivery.
• Major League Show JumpingcoreStrategic or Co-development PartnerThe Kentucky International CSI5* is the penultimate stop on the Major League Show Jumping tour.
• United States Pony Club (USPC)minorStrategic or Co-development PartnerUSPC Ann Haller Media Internship program takes place during the Defender Kentucky Three-Day Event, providing media experience to Pony Club members.
• USEF Eventing Nations CupcoreStrategic or Co-development PartnerThe event is associated with USEF Eventing Nations Cup competitions where U.S. teams compete internationally.
• Lexington Humane SocietyminorGTM or Marketing PartnerLexington Humane Society provides on-site Doggie Daycare during the event for approximately 50 dogs at a time ($15/hour, max $60/day).

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tryon International Equestrian Center: Tryon is a large multi-discipline U.S. equestrian venue hosting FEI-level show jumping, eventing, and dressage competitions. Comparable as a broader-incumbent U.S. equestrian event organizer with year-round programming rather than a single flagship weekend.
• Dublin Horse Show (RDS): The Dublin Horse Show is a long-running, high-prestige European equestrian event featuring show jumping, eventing, and showing with strong sponsor support. Comparable as a historic equestrian event organizer with multi-tier ticket and hospitality offerings.
• Aachen CHIO (Organizers: Aachen-Laurensberger Rennverein): Aachen CHIO is one of the world's largest and most prestigious equestrian festivals, hosting show jumping, eventing, and dressage at the highest FEI levels. Comparable as a broader-incumbent European equestrian event organizer with similar premium sponsor and hospitality model.

Direct peers

• Wellington International: Wellington International (formerly Palm Beach International Equestrian Center) is the largest equestrian show jumping venue in the U.S., hosting the Winter Equestrian Festival. Comparable as a high-volume, FEI-sanctioned show jumping and eventing event operator serving affluent equestrian audiences.
• Devon Horse Show & Country Fair: Devon Horse Show is a historic, prestigious U.S. equestrian competition running since 1896, featuring show jumping, eventing, and hunter disciplines with premium hospitality. Comparable as a long-running U.S. equestrian event with a similar sponsor- and ticket-driven revenue model.
• Land Rover Burghley Horse Trials: Burghley is one of the six CCI5* three-day events in the world, sharing Land Rover as a sponsor with EEI's Kentucky Three-Day Event. Directly comparable as a flagship CCI5* event organizer with similar hospitality, sponsor, and ticketing structure.
• Spruce Meadows: Spruce Meadows is one of the world's most prestigious show jumping and eventing venues, hosting the Spruce Meadows 'Masters' and other high-level FEI-sanctioned tournaments. Directly comparable as a top-tier North American equestrian event organizer with comparable premium hospitality and sponsor model.
• Badminton Horse Trials: Badminton is one of the most prestigious CCI5* three-day events globally, considered a benchmark alongside Kentucky. Directly comparable in format (CCI5* eventing), hospitality tiering, and elite-athlete draw.
• Hampton Classic Horse Show: The Hampton Classic is one of the largest and most prestigious outdoor show jumping and hunter competitions in the U.S. Comparable as a high-end U.S. equestrian event organizer with similar premium hospitality, sponsorship, and family-friendly audience profile.

Emerging players

• Maryland 5 Star at Fair Hill: Fair Hill is one of only seven CCI5* three-day events worldwide, launched in 2021 as a newer entrant to the Five Star tier. Comparable as a U.S.-based CCI5* competitor with similar sponsorship, ticketing, and hospitality model, but with shorter operating history.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/KyThreeDayEvent
• Facebookfacebook.com/KentuckyThreeDayEvent
• Instagraminstagram.com/kentuckythreedayevent
• TikToktiktok.com/@kentuckythreedayevent
• LinkedInlinkedin.com/company/equestrian-events-inc.

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Equestrian Events, Inc.