SPRUCE MEADOWS LEG UP FOUNDATION

Name

SPRUCE MEADOWS LEG UP FOUNDATION

Legal name

Spruce Meadows Leg Up Foundation

Website

https://sprucemeadows.com

Company type

Private

Founded year

1975

Operating status

Operating

Ownership category

akta.pro rank

Product category

Charitable Foundation Services

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (8132)

akta.pro primary industry

Private Foundations (BPAGAKAA)

akta.pro secondary industries

Scholarship & Fellowship Foundations and Trusts (EDADAHAC), Education Grantmaking Foundations (BPAGAKAK)

Keywords

• Charitable foundation services
• Equestrian education programs
• Community fundraising initiatives
• Nonprofit scholarship programs
• Endowment fund donations

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Revenue from tournament admission tickets, including General Admission, Reserved Seating, VIP hospitality experiences (Champagne Garden, Winner's Circle, Starting Line Suites), and concert tickets.
2. Corporate Partnerships and Sponsorships: Major corporate sponsors including Rolex (presenting sponsor), ATCO, BMO, CBC Gem, Tourmaline Oil, and numerous others. Sponsorship packages for tournaments, naming rights, and hospitality experiences.
3. Venue Rentals and Event Hosting: Rental of event spaces for meetings, conferences, tradeshows, weddings, and private events through the Meetings & Occasions department.
4. Concessions and Food & Beverage: On-site food and beverage operations including restaurants, concession stands, and catering services during events.
5. Merchandise Sales: SHOP.at Spruce Meadows boutique selling equestrian merchandise, apparel, and branded items.
6. Horse Program: Sale of horses through the Spruce Meadows Horse Program with variety of horses available at all experience levels.
7. Donations and Foundation Support: The Leg Up Foundation accepts donations and endowment fund contributions to support community initiatives.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The Spruce Meadows Leg Up Foundation is the charitable arm of Spruce Meadows, operating as a nonprofit foundation that accepts donations, endowment fund contributions, and raffle proceeds to support community initiatives and equestrian education. Its core offerings include a general donation program, a 50/50 raffle, an endowment fund for planned giving, and the Linda Southern-Heathcott Horsemanship Scholarship program supporting aspiring equestrian athletes. The foundation channels funds toward community education programs and charitable initiatives connected to the Spruce Meadows venue in Calgary, Alberta.

Product overview

The Spruce Meadows Leg Up Foundation is a single charitable product offering focused on community support through donations, fundraising programs, and educational scholarships. The foundation's core product includes donation acceptance, a 50/50 raffle program, endowment fund contributions, and the Linda Southern-Heathcott Horsemanship Scholarship. These offerings are designed to support equestrian education and community initiatives at Spruce Meadows.

Differentiator

Problem solved

Functional benefit

Products and services

• Donation Program Allows supporters to make charitable donations to support the foundation's community initiatives, equestrian education programs, and charitable activities at Spruce Meadows.
• 50/50 Raffle A fundraising raffle program in which participants purchase tickets for a chance to win half of the total ticket-sale pool, with the other half supporting the foundation's charitable mission.
• Endowment Fund Donation A planned-giving vehicle that allows donors to contribute to a sustainable endowment fund, providing long-term financial support for the foundation's charitable initiatives and community programs.
• Linda Southern-Heathcott Horsemanship Scholarship An educational scholarship program that supports equestrian education and horsemanship development for aspiring riders, funded by the foundation and connected to Spruce Meadows' equestrian tradition.

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and major.

• CBC GemcoreGTM or Marketing Partner · 8 June 2026National streaming partnership for 2026 Summer Tournaments and 'Masters'. Fans can tune in live through CBC Gem app for RBC Grand Prix of Canada, ATCO Queen Elizabeth II Cup, Sun Life Derby, and CPKC 'International'.
• ShowpasscoreTechnology or Integration · 1 January 2026Calgary-based event technology company providing ticketing, technology, operational support, and expertise. Strategic partner helping power GlobalFest's continued growth.
• GlobalFest / Global Mosaic Alberta SocietymajorStrategic or Co-development Partner · 1 January 2026Calgary's premier fireworks festival moving to Spruce Meadows for 2026 and beyond. Four-night cultural celebration with drone shows. Global Mosaic Alberta Society continuing charitable initiatives.
• RolexcoreGTM or Marketing PartnerPresenting sponsor of the 'North American' tournament and major partner of the 'Masters'. Part of Rolex Grand Slam of Show Jumping. Logo appears prominently on tournament materials and broadcasts.
• ATCOcoreGTM or Marketing PartnerMajor corporate partner sponsoring the Queen Elizabeth II Cup ($1,000,000), ATCO Cup, and ATCO Electric Six Bar. Provides activations including AI Photo Booth and pavilion activities.
• BMOcoreGTM or Marketing PartnerSponsor of the BMO Nations' Cup at the 'Masters' tournament. Also supports BMO Autograph Session events.
• TELUSmajorGTM or Marketing PartnerPresenting sponsor of Name the Foal campaign and TELUS Evening of the Horse event. Supports equestrian traditions and foal naming activities.
• Tourmaline OilmajorGTM or Marketing PartnerSponsor of Tourmaline Oil Cup 1.60m at the 'Masters' tournament.
• CPKC (Canadian Pacific Kansas City)coreGTM or Marketing PartnerTitle sponsor of CPKC 'International', presented by Rolex, the $5M feature event and top single-event purse in Canada.
• CANAcoreGTM or Marketing PartnerCanadian Arabian Horse Registry supporting Spruce Meadows since 1975. Sponsor of CANA Cup 1.60m. Chairman and CEO John Simpson formerly a member of Canadian Show Jumping Team.
• Sun Life FinancialmajorGTM or Marketing PartnerSponsor of Sun Life Derby event at the 'North American' tournament. Supporting equestrian traditions.
• ChryslermajorGTM or Marketing PartnerCorporate partner and sponsor of tournaments and events at Spruce Meadows.
• ScotiabankmajorGTM or Marketing PartnerSponsor of Scotiabank Stage performances at tournament weekends, featuring dynamic lineup of local performers.
• Cavalry FCcoreStrategic or Co-development PartnerHome team of the Canadian Premier League playing at Spruce Meadows. Multi-purpose venue usage for sports and entertainment.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• U.S. Equestrian Federation Foundation: The charitable arm of the U.S. national governing body for equestrian sport. Closest direct peer in mission and structure, supporting scholarships, athlete development, and community programs within the equestrian community.
• Calgary Foundation: One of Canada's largest community foundations, also based in Calgary. Comparable as a local grantmaking and donor-advised fund entity serving the same geographic community as the Leg Up Foundation.
• Calgary Stampede Foundation: The charitable arm of the Calgary Stampede, another major Calgary-based sports and entertainment venue. Shares the same dual model of running ticketed events while operating a parallel foundation for community grants and youth programs.
• Woodbine Foundation: Charitable arm of Woodbine Entertainment Group, another major Canadian sports and entertainment venue. Comparable as a Canadian venue-affiliated foundation supporting community programs through event-driven fundraising.

Regional players

• Wellington International: Premier U.S. show jumping venue in Wellington, Florida, hosting the Winter Equestrian Festival. Comparable as a North American show jumping venue, though seasonal and not part of the Rolex Grand Slam.
• CHIO Aachen: One of the other three host venues in the Rolex Grand Slam of Show Jumping, based in Germany. Operates the same model of world-class show jumping tournaments with associated community and youth programs.
• CSIO Roma Piazza di Siena: Historic Italian show jumping competition in Rome and the fourth Rolex Grand Slam venue. Comparable as a similarly prestigious international show jumping event with parallel corporate sponsorship dynamics.
• Edmonton Community Foundation: Major Canadian community foundation operating in the same province as Spruce Meadows. Comparable as a peer grantmaking and donor-advised fund entity with similar community impact mission.
• The Dutch Masters: Indoor equestrian show in 's-Hertogenbosch, Netherlands, and a third leg of the Rolex Grand Slam. Operates a similar high-end equestrian event and is a structural peer in the same elite tournament series.

Broad incumbents

• Longines Global Champions Tour: Global show jumping series competing for the same elite athletes and corporate sponsors as the Rolex Grand Slam. Comparable as a broader incumbent in the same international equestrian event market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/spruce_meadows
• YouTubeyoutube.com/c/SpruceMeadows
• Facebookfacebook.com/OfficialSpruceMeadows
• Instagraminstagram.com/spruce_meadows
• TikToktiktok.com/@sprucemeadows.com

Revenue estimate

Valuation estimate

Number of profiles

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 SPRUCE MEADOWS LEG UP FOUNDATION