The Dutch Masters - Indoor Brabant

What The Dutch Masters - Indoor Brabant does

The Dutch Masters - Indoor Brabant organizes an annual international equestrian event held at the Brabanthallen in 's-Hertogenbosch, Netherlands. Founded in 1966 and operated as a private Dutch BV (Indoor Brabant BV) registered in Maastricht, the event is one of only four Majors of the Rolex Grand Slam of Show Jumping and serves as an FEI Dressage World Cup qualifier. The four-day show features elite show jumping competitions culminating in the Rolex Grand Prix (€350,000 purse in 2014) alongside dressage, and drew 63,000+ spectators in 2026 at a venue capacity of approximately 41,250 per day. The core product is the live equestrian experience itself, augmented by hospitality (VIP and business club packages), broadcast coverage via NOS and ClipMyHorse.TV streaming, and digital extensions including the Digital Fanzone and The Kids Masters programme targeting younger audiences.

The event is delivered by a lean core team of 8 employees, indicating heavy reliance on event contractors and the venue operator Libéma rather than large in-house production staff. Technology exposure is limited to standard ticketing (Eventim), broadcast production partnerships, and basic web analytics (Google Analytics, Google Tag Manager, DoubleClick, AdWords); no proprietary AI/ML capabilities are evident. Adjacent commercial products include the Digital Fanzone (year-round online engagement), The Kids Masters (youth audience extension), and the FAULTLESS documentary series produced in conjunction with the other Rolex Grand Slam Majors.

The business model rests on three revenue streams: (i) mass-market ticket sales distributed through Eventim, (ii) corporate hospitality and VIP packages, and (iii) multi-tier sponsorship anchored by Rolex (title sponsor since the 2018 Major designation) alongside Audi, VDL Groep, HeadFirst Group, Borek, Libéma, and Tommy Hilfiger Equestrian. Customer segments are general equestrian spectators, corporate hospitality buyers, broadcast/media partners, and major global brand sponsors.

Name

The Dutch Masters - Indoor Brabant

Legal name

Indoor Brabant BV

Website

https://thedutchmasters.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Dutch Masters - Indoor Brabant organizes an annual four-day international equestrian show at the Brabanthallen in 's-Hertogenbosch, Netherlands, featuring elite show jumping and dressage. The event serves equestrian spectators, corporate hospitality clients, and major brand sponsors as one of four Rolex Grand Slam Majors.

Ownership category

akta.pro rank

Product category

Live Equestrian Sports Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (71121)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG)

akta.pro secondary industry

Individual Sports Events (Tennis, Golf, Boxing/MMA, Athletics) (MPAGAMAC)

Keywords

• Indoor equestrian event
• Show jumping competition
• Dressage world cup
• Rolex Grand Slam Major
• VIP hospitality packages

Headquarters

HQ city

Maastricht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: The event sells tickets to spectators for access to the Brabanthallen venue across four days of competitions, including the flagship Rolex Grand Prix on Sunday. Tickets are sold via Eventim as the primary ticketing partner, covering multiple categories: general admission, promenade, and parking.
2. VIP Packages: The event offers VIP packages and arrangements for corporate guests and premium spectators, sold through the event's own VIP arrangements programme.
3. Sponsorship: The event generates revenue through sponsorship arrangements with major brands including Rolex (title/Grand Slam sponsor), Audi, VDL Groep, HeadFirst Group, Borek, Libéma, and Tommy Hilfiger Equestrian, among others. Sponsors receive brand visibility at the venue, on the website, and across media coverage.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

The Dutch Masters – Indoor Brabant organises and hosts a four-day annual indoor equestrian show at the Brabanthallen in 's-Hertogenbosch, Netherlands, featuring elite show jumping (culminating in the Rolex Grand Prix) and FEI Dressage World Cup dressage competitions. Ticketing is sold through Eventim across general admission, promenade and parking categories, while premium experiences are delivered via dedicated VIP arrangements. The event is one of four Majors in the Rolex Grand Slam of Show Jumping and the Netherlands' flagship indoor equestrian competition.

Product overview

The Dutch Masters - Indoor Brabant is a premier equestrian event organization offering a single, unified annual horse show event at the Brabanthallen in 's-Hertogenbosch, Netherlands. The core product is the four-day international horse show featuring elite show jumping (culminating in the Rolex Grand Prix) and dressage competitions (including the FEI Dressage World Cup Freestyle). Supporting products include ticket sales through Eventim, VIP hospitality packages, The Kids Masters family program, digital content through TDM Digital, and live streaming/TV coverage via multiple broadcast partners including NOS and ClipMyHorse.TV. The event is part of the prestigious Rolex Grand Slam of Show Jumping, connecting it to three other major equestrian events globally.

Differentiator

Problem solved

Functional benefit

Products and services

• The Dutch Masters – Indoor Brabant Horse Show Premier four-day international indoor equestrian event held each March at the Brabanthallen in 's-Hertogenbosch, Netherlands, combining world-class show jumping (culminating in the Rolex Grand Prix) with FEI Dressage World Cup dressage competitions, entertainment, hospitality and broadcast coverage. Open to the general public via ticket purchase.
• VIP Arrangements Premium hospitality packages sold directly by The Dutch Masters, providing corporate guests and premium spectators with exclusive viewing areas, dedicated service, food and beverage, and curated event experiences across the four-day show.
• The Kids Masters Family-oriented programme and activities held during The Dutch Masters event to introduce children and young audiences to equestrian sport through educational and entertainment activities.
• Club Indoor Brabant Membership Membership/loyalty programme for dedicated fans of The Dutch Masters, providing exclusive content and benefits across the annual event cycle.

Quantifiable outcome

• 63,000+ spectators per edition
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

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

• Rolex (Rolex Grand Slam of Show Jumping)flagshipStrategic or Co-development Partner · 1 January 2018The Dutch Masters joined the prestigious Rolex Grand Slam of Show Jumping in 2018 as its fourth Major, alongside CHIO Aachen (Germany), CSIO Spruce Meadows 'Masters' (Canada), and CHI Geneva (Switzerland). Rolex is both the title sponsor of the event's Grand Prix and the title sponsor of the Grand Slam initiative. Riders who win three consecutive Grand Prix events across Majors earn a €1 million bonus.
• FEI (Fédération Equestre Internationale)coreStrategic or Co-development PartnerThe Dutch Masters is a qualifying event for the FEI Dressage World Cup and part of the FEI's official calendar. FEI TV provides coverage of FEI Dressage World Cup classes. The event also hosts FEI-sanctioned show jumping competitions.
• EventimcoreChannel Partner/ Reseller/ DistributorEventim is the official ticket partner for The Dutch Masters, selling tickets online at eventim.nl and via a call centre (0900-1353). The ticketing relationship covers all ticket categories including general admission, promenade, and parking.
• NOScoreGTM or Marketing PartnerNOS is the Dutch public broadcaster and the event's media partner, providing live TV coverage of key competitions including the Rolex Grand Prix (NPO1, Sunday 15:15), FEI Dressage World Cup Freestyle, and the HeadFirst Group Prize - Best of Champions.
• ClipMyHorse.TVcoreGTM or Marketing PartnerClipMyHorse.TV serves as the event's official media partner, providing daily live streaming and on-demand coverage of all competitions in the main arena and arena 2, including the Rolex Grand Prix.
• AudimajorOthersAudi is a major sponsor of The Dutch Masters, providing brand visibility across the event's website, venue, and marketing materials.
• VDL GroepmajorOthersVDL Groep is a major sponsor of The Dutch Masters, visible across event properties. The company also has a presence through VDL Groep-sponsored competition classes.
• HeadFirst GroupmajorOthersHeadFirst Group is a sponsor and partner, associated with the HeadFirst Group Prize - Best of Champions competition held on Thursday evening.
• BorekmajorOthersBorek is a sponsor associated with the Borek Prize, a notable competition class at the event. Borek is a European outdoor furniture and playground equipment company.
• LibémaminorOthersLibéma is a sponsor of The Dutch Masters, visible in the event's sponsor lineup.
• Tommy Hilfiger EquestrianminorOthersTommy Hilfiger Equestrian is a sponsor visible in the event's sponsor listings.
• Brabants SportminorOthersBrabants Sport is a regional sports organization and sponsor of The Dutch Masters.
• Visit Den BoschminorOthersVisit Den Bosch is the destination marketing organization for 's-Hertogenbosch and is a sponsor of The Dutch Masters.
• RabobankminorOthersRabobank is listed as the social partner (maatschappelijk partner) of The Dutch Masters.
• Parapaard (Fonds Gehandicaptensport)minorOthersParapaard through Fonds Gehandicaptensport is the charity partner of The Dutch Masters, promoting parasport in equestrian disciplines.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Fiera Cavalli Verona: Italy's largest equestrian trade fair and horse show, combining competition with broader equestrian industry. Comparable European indoor equestrian event with similar multi-day format and venue scale.
• Paris Eiffel Jumping: Paris-based urban show jumping event with similar premium positioning and luxury brand sponsors. Comparable as an international indoor/outdoor elite equestrian event targeting affluent European spectators.
• CHI Geneva: Geneva-hosted indoor equestrian Major and the fourth pillar of the Rolex Grand Slam. Direct competitor in elite indoor show jumping with comparable format, prize-money structure, and sponsor ecosystem.
• Olympia London Horse Show: Long-running London Christmas indoor equestrian show featuring top show jumping, dressage, and equestrian entertainment. Closely comparable in format, indoor venue setting, and premium spectator experience.
• CHIO Aachen: One of the other three Rolex Grand Slam Majors, the most prestigious outdoor show jumping event in the world. Direct competitor for top riders, sponsor dollars, and global prestige in the same equestrian Major circuit.
• Jumping Verona: Major Italian indoor equestrian event featuring top show jumping and FEI World Cup qualifiers. Comparable in scale, indoor venue setting, and target European sponsor and spectator segments.
• Dublin Horse Show (RDS): One of Europe's longest-running equestrian events held annually in Dublin. Comparable as a prestigious national horse show blending elite show jumping with broader equestrian culture and hospitality.
• CSIO Spruce Meadows 'Masters': Calgary-based third Major of the Rolex Grand Slam of Show Jumping. Direct competitor on the Grand Slam circuit, drawing the same elite rider pool and competing for similar international sponsorships.
• Gothenburg Horse Show: Sweden's premier indoor equestrian event featuring FEI World Cup show jumping and dressage. Highly comparable as an indoor European equestrian show with similar rider pool, sponsor mix, and broadcast reach.

Broad incumbents

• Longines Global Champions Tour: World's premier global show jumping series spanning multiple cities and continents. Overlaps heavily on elite rider participation and premium sponsor pool (Longines), but operates as a multi-event tour rather than a single-event organizer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-dutch-masters-indoor-brabant

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Dutch Masters - Indoor Brabant