equestrian events

What equestrian events does

Equestrian Events, Inc. (EEI) is a 501(c)(3) non-profit organization founded in 1978 in Lexington, Kentucky, that produces and manages elite equestrian competitions at the Kentucky Horse Park. Its flagship product is the annual Defender Kentucky Three-Day Event CCI5*-L, a three-phase eventing competition (dressage, cross-country, show jumping) that is one of only seven CCI5* events worldwide and the largest and longest-running Five Star event in the Americas, drawing 90,000+ spectators each year. In 2025, EEI expanded the weekend's scope to also include the Cosequin Lexington CCI4*-S eventing competition and the Kentucky International CSI5* show jumping Grand Prix—making it the only event outside a world championship to host CCI5*, CCI4*-S, and CSI5* in the same weekend—and in 2026 it added management responsibility for the USEA American Eventing Championships for 2026-2028. The organization is small, supplemented by 2,500 annual volunteers, and supported by anchor sponsors including MARS Equestrian (presenting), Cosequin (naming), Land Rover/Defender (luxury vehicle), and Hagyard Equine Medical Institute (Grand Prix).

EEI's product and technology stack is anchored by its digital distribution layer: the K3DE official mobile app (iOS and Android) and the CrossCountry companion app deliver schedules, orders of go, live scores, interactive maps, shopping info, and real-time push notifications, with event livestreaming distributed via the USEF Network and Clip My Horse TV. Ticket and hospitality sales are processed through Etix with Klarna buy-now-pay-later support. Analytics are handled through standard Google Analytics and Meta Pixel integrations. The proprietary technology is functional and consumer-facing but not differentiated on an AI or advanced-software axis; its value is operational (event execution and spectator experience) rather than algorithmic.

EEI's revenue model combines four streams: (1) general-admission ticket sales plus reserved stadium seating, distributed via the official website, the Etix platform, and the Box Office; (2) premium hospitality packages ranging from $370 (Kentucky Club, Saturday-only) to $2,600+ (Five Star Club, all-inclusive four-day); (3) corporate sponsorship revenue from presenting, naming, and category sponsors; and (4) on-site trade fair vendor fees, the Sponsor Village and The Hill shopping area, and food and beverage concessions. Customer segments span equestrian enthusiasts and spectators, professional equestrian athletes, corporate sponsors, families and the general public, and volunteers. EEI does not publish financial figures; over 20 years it has donated more than $1.1 million to equine and community charities, consistent with its stated non-profit mission of developing equestrian sports and supporting U.S. international competitiveness.

Name

equestrian events

Legal name

Equestrian Events, Inc.

Website

https://eq-events.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Equestrian Events, Inc. (EEI) is a 501(c)(3) non-profit founded in 1978 that produces the annual Defender Kentucky Three-Day Event CCI5*-L and related competitions at Kentucky Horse Park in Lexington, KY. It serves 90,000+ spectators, elite international equestrian athletes, and corporate sponsors through ticket sales, premium hospitality, and sponsorships.

Ownership category

akta.pro rank

Product category

Equestrian Event Management

NAICS

Other Spectator Sports (711219), All Other Amusement and Recreation Industries (713990)

SIC

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

akta.pro primary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

akta.pro secondary industry

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

Keywords

• Equestrian event management
• Eventing competitions
• Show jumping events
• Corporate hospitality packages
• Equestrian trade fairs

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from ground admission tickets, reserved stadium seats for dressage and show jumping phases, and various ticket tiers including digital and mailed tickets. Ticket fees apply at checkout. International orders available for will-call pickup.
2. Hospitality Packages: Premium all-inclusive hospitality packages 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 amenities.
3. Sponsorship Revenue: Corporate sponsorships from major brands including MARS Equestrian (presenting sponsor), Cosequin (naming sponsor), Land Rover (luxury vehicle sponsor), and Hagyard Equine Medical Institute (grand prix sponsor). Includes official partners like L.V. Harkness for trophies, Dubarry of Ireland for what-to-wear content, and John Deere for equine equipment discounts.
4. Trade Fair and Retail: Revenue from International Trade Fair vendor fees, The Hill shopping area, and The Three-Day Shop partnership with SStack.com. Food and beverage concessions throughout the venue.
5. Kentucky International CSI5* Grand Prix: Separate hospitality and premium experiences for the CSI5* show jumping competition, including 2-day and 3-day packages from $175-$300. Part of Major League Show Jumping tour.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Equestrian Events, Inc. is a 501(c)(3) nonprofit organization that produces and operates premier equestrian competitions at the Kentucky Horse Park in Lexington, Kentucky. The core offering centers on three flagship competitions: the Defender Kentucky Three-Day Event (CCI5*-L), the Cosequin Lexington (CCI4*-S), and the Kentucky International CSI5* show jumping event, augmented by an International Trade Fair and tiered corporate hospitality packages. Operations are supported by event-specific mobile applications providing schedules, results, competitor information, and on-site logistics for spectators and participants.

Product overview

Equestrian Events, Inc. (EEI) operates as a non-profit organization producing the Kentucky Three-Day Event and related equestrian competitions at Kentucky Horse Park in Lexington, KY. The core product is the annual Defender Kentucky Three-Day Event CCI5*-L, a premier three-day eventing competition combining dressage, cross-country, and show jumping phases, supported by the Cosequin Lexington CCI4*-S and Kentucky International CSI5* show jumping Grand Prix held concurrently. EEI complements its live events with digital products including the K3DE App (iOS/Android) for schedules, live scores, and maps, and the CrossCountry App for course exploration. Hospitality add-ons include the Five Star Club (all-inclusive, $2,600+), Lexington Club ($1,800+), Kentucky Club (Saturday-only, $370+), and the Members Pavilion premium experience ($400+). Additional offerings include the International Trade Fair, Scavenger Hunt, editorial blog content (Behind the Barn), and the Inside Kentucky Podcast. EEI also supports management of the USEA American Eventing Championships through 2028. The organization generates revenue through ticket sales (via Etix), hospitality packages, sponsorships, and charitable donations, having contributed over $1.1 million to equine and community charities over 20 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Defender Kentucky Three-Day Event (K3DE) — CCI5*-L A premier CCI5*-L Three-Day Event combining dressage, cross-country, and show jumping phases, featuring the world's top Olympic and World Championship riders; held annually at the Kentucky Horse Park in Lexington, KY, and the only CCI5*-L event in North America.
• Cosequin Lexington — CCI4*-S A CCI4*-S eventing competition held in conjunction with the Kentucky Three-Day Event, providing a high-performance eventing experience for elite riders and spectators.
• Kentucky International — CSI5* Show Jumping Competition A CSI5* show jumping competition held at the Kentucky Horse Park, featuring top international show jumping riders and offering significant prize money.
• International Trade Fair A multi-vendor trade exhibition held concurrently with the Kentucky Three-Day Event, featuring equestrian products, apparel, tack, feed, and services for retail and trade buyers.
• USEA American Eventing Championships The United States Eventing Association American Eventing Championships, produced by Equestrian Events, Inc. as part of its competition portfolio at the Kentucky Horse Park.
• Five Star Club hospitality package Top-tier corporate hospitality package offering premium viewing, dining, and amenities during the Kentucky Three-Day Event; targeted at corporate clients entertaining key accounts and executives.
• Lexington Club hospitality package Premium corporate hospitality package offering elevated viewing, food service, and hospitality amenities during the Kentucky Three-Day Event.
• Kentucky Club hospitality package Mid-tier corporate hospitality package offering reserved seating, dining options, and amenities for corporate clients during the Kentucky Three-Day Event.
• Members Pavilion hospitality package Entry-tier corporate hospitality package offering reserved seating and hospitality service during the Kentucky Three-Day Event for members and corporate guests.

Named customers5 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

Integration4 records

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• MARS EquestriancoreGTM or Marketing PartnerPresenting sponsor of the Defender Kentucky Three-Day Event. Brand prominently featured in event name 'Defender Kentucky Three-Day Event presented by MARS Equestrian'.
• CosequincoreGTM or Marketing PartnerNaming sponsor of the Cosequin Lexington CCI4*-S competition, one of the premier events at the Kentucky Three-Day Event weekend.
• Land Rover USAcoreGTM or Marketing PartnerOfficial luxury vehicle sponsor; Defender is the official luxury vehicle of the Kentucky Three-Day Event. Provides premium transportation and brand visibility at the event.
• Hagyard Equine Medical InstitutecoreGTM or Marketing PartnerPresenting sponsor of the Kentucky International CSI5* $340,000 1.60m Grand Prix. One of the premier show jumping competitions in the world.
• L.V. HarknessminorGTM or Marketing PartnerOfficial Award Provider based in Lexington, Kentucky. Creates custom trophies and awards for the event through in-house design and engraving team.
• Hilltop BiominorGTM or Marketing PartnerSponsor of the Hilltop Bio Volunteer Lounge, where volunteers can get information, take breaks, and grab snacks during the event.
• Grayson-Jockey Club Research FoundationminorOthersCharitable beneficiary of EEI donations over 20 years. Organization receives donations from EEI for equine research and welfare programs.
• Bluegrass Land ConservancyminorOthersCharitable beneficiary receiving donations from EEI for land conservation efforts in the Central Kentucky region.
• Central Kentucky Riding for HopeminorOthersCharitable beneficiary of EEI donations supporting therapeutic riding programs and equine-assisted activities.
• Thoroughbred Aftercare AllianceminorOthersCharitable beneficiary of EEI donations supporting aftercare programs for Thoroughbred horses following racing careers.
• United States Equestrian Federation (USEF)coreStrategic or Co-development PartnerDomestic governing body for equestrian sport. The Defender Kentucky Three-Day Event serves as the Defender/USEF CCI5*-L Eventing National Championship.
• Fédération Equestre Internationale (FEI)coreStrategic or Co-development PartnerInternational governing body for equestrian sport. Governs the CCI5*, CCI4*-S, and CSI5* designations and competition rules.
• United States Eventing Association (USEA)coreStrategic or Co-development PartnerGoverning body for eventing in the US. EEI supports management of USEA American Eventing Championships for 2026-2028.
• Major League Show JumpingcoreStrategic or Co-development PartnerProfessional show jumping tour. The Kentucky International CSI5* serves as a penultimate stop on the Major League Show Jumping tour.
• Dubarry of IrelandminorGTM or Marketing PartnerPartnership for 'What to Wear' field guide content providing spectators with fashion and practicality advice for the event. Brand featured in content marketing.
• Junior Achievement of the BluegrassminorOthersCharitable beneficiary of EEI donations supporting youth education and entrepreneurship programs.
• Horses and HopeminorOthersCharitable beneficiary of EEI donations supporting equine-assisted cancer support programs.
• Partners for YouthminorOthersCharitable beneficiary of EEI donations supporting youth development programs in Central Kentucky.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Spruce Meadows: Spruce Meadows is a premier show jumping venue in Calgary operating multiple CSIO-level tournaments including the prestigious Spruce Meadows 'Masters'. It is comparable to EEI as a North American elite equestrian event operator with major sponsorships, hospitality packages, and international athlete participation.
• CHIO Aachen / Aachen-Laurensberger Rennverein: CHIO Aachen is one of the world's most prestigious equestrian events featuring show jumping, dressage, eventing, and driving in Germany. It is comparable to EEI's Kentucky Three-Day Event as a multi-discipline elite equestrian event organizer with tier-1 corporate sponsorship and global broadcast reach.
• Adelaide International Three Day Event: The Adelaide International Three Day Event is one of the seven global CCI5* events, providing a direct peer comparison in the Southern Hemisphere. It mirrors EEI's elite eventing format, hospitality-driven revenue model, and reliance on major corporate sponsorships.
• Luhmühlen Horse Trials: Luhmühlen Horse Trials in Germany is one of only seven CCI5* three-day events worldwide, directly comparable to EEI's Kentucky Three-Day Event. It competes for the same FEI calendar, top riders, and international broadcast attention in the elite eventing category.
• BEDE Events: BEDE Events organizes the Badminton and Burghley Horse Trials in the UK, the two most comparable CCI5* eventing competitions globally. EEI directly competes with BEDE for top international horse-and-rider pairs, sponsor mindshare, and global spectator attention within the same FEI discipline tier.

Others

• United States Eventing Association (USEA): USEA is the national governing body for eventing in the US and has contracted EEI to manage the American Eventing Championships for 2026-2028. As a governing-body partner and AEC owner, USEA is closely intertwined with EEI's event operations and revenue.
• United States Equestrian Federation (USEF): USEF is the national governing body for equestrian sport in the US and a core strategic partner of EEI (the Defender Kentucky Three-Day Event is the USEF CCI5*-L Eventing National Championship). It is comparable as an adjacent ecosystem participant governing the competitive framework in which EEI operates.
• FEI (Fédération Equestre Internationale): FEI is the international governing body for equestrian sport that sanctions EEI's CCI5*, CCI4*-S, and CSI5* competition designations. While not a direct competitor, FEI's regulatory framework and calendar allocation are foundational to EEI's ability to operate elite-tier events.

Emerging players

• Major League Show Jumping: Major League Show Jumping is a professional show jumping tour of which the Kentucky International CSI5* is a penultimate stop. As EEI's strategic partner and a competing tour organizer, it provides a useful comparison for tour-based equestrian event economics.
• Longines Global Champions Tour: The Longines Global Champions Tour is a globally touring show jumping series with CSI5* events and significant prize money. It is comparable to EEI's Kentucky International CSI5* component and Major League Show Jumping partnership in targeting top-tier show jumping athletes and corporate sponsors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/KyThreeDayEvent
• Facebookfacebook.com/KentuckyThreeDayEvent
• Instagraminstagram.com/kentuckythreedayevent
• TikToktiktok.com/@kentuckythreedayevent

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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