Horse People Are Dog People: Why Pet Brands Belong at the Showgrounds

Every April, spectators flock to Lexington, Ky., to watch (or shop) at the Land Rover Kentucky Three-Day Event, affectionately known as LRK3DE. This premier international horse competition tests riders and horses in dressage, cross-country, and show jumping. In 2023, over 89,000 people attended the event over four days of competition, including spectators from all 50 U.S. states and 15 different countries. This event is one of the most prestigious horse trials in North America, but for the equestrian community, it’s much more than just a competition—with a tag line of “The Best Weekend All Year”, it’s a tradition, a reunion, and a lifestyle moment. 

At LRK3DE, curated vendor villages filled with shopping for all your equestrian needs even offer products like household goods and massage chairs. While walking through the vendor village, I participated in many “spin the wheel” activities to win free swag or products from a brand, which then led me to their booth to explore and potentially purchase their products. Vendors such as Mrs. Pasture’s horse treats had participants playing cornhole with their sample products. If the sample bag went in, they won a larger bag of treats for their horse.  

In the crowds of people, something became very obvious: dogs accompany their owners everywhere at this event, from the vendor village to napping under tailgate tents, exploring sponsor booths, and walking the cross-country course. Despite the sheer number of dogs present, the pet industry was noticeably absent from the event. There were a few exceptions—notably, Chewy was a new sponsor this year, which is a smart and strategic move to capitalize on the overlapping equine and pet market audiences. Having established itself as a leader in pet care, Chewy is now expanding into equine care. Their presence at LRK3DE made one thing very clear: they understand that horse people are also dog people.  

Take a look for yourself: 

• Two million U.S. households own horses. 

• 71% of horse owners are now buying gifts for their pets, up from just 31% in 2018. 
• 91% of horse owners also own a dog. 

So, with all these dog-loving consumers on site, why aren’t more pet brands showing up? The question remains: Is the pet industry pacing itself for a calculated move into this space, or quietly racking up time faults while others take the lead? 

Who’s in the Stands—and Why It Matters 

Equestrian events don’t attract casual spectators. They draw in animal-first, lifestyle-driven consumers who take pride in spending on quality and loyalty. According to the American Horse Council’s Economic Impact Study: 

• Horse owners are over 75% female. 

• More than 80% are homeowners. 

• They have a median household income that is between $75,000 and $150,000+. 
• They have an above-average willingness to invest in animal care. 

These consumers spend intentionally on brands that align with their values and that they can trust. When it comes to their dogs, they lean into products that reflect the same mindset they apply to their horses: health, performance, and partnership. They’re shopping for: 

• Joint and mobility support. 

• Functional snacks and clean-label treats. 

• Travel-friendly grooming products. 

• Durable, stylish accessories. 
• Natural wellness solutions. 

If you want to connect with an audience that thinks about pet nutrition the way they think about sporthorse performance, this is your target market. 

You Don’t Have to Be There to Be There 

Not every brand can set up a 10’x10’ booth at a four-day show—or even a weeklong show—but that doesn’t mean they can’t still have a presence. Pet brands have plenty of creative, cost-effective ways to “be there” without physically being there, and many of them deliver long-tail ROI.  

Branded Jumps & Arena Signage 

Sponsor a cross-country fence, show jump, or have a banner in the arena for a brand logo that gets more than a one-day cameo. It’s featured in: 

• Professional rider photos 

• Livestream footage watched by tens of thousands of online spectators. 

• Facebook and Instagram posts and recap reels.  
• Press coverage across equestrian media.  

In the photos I bought, you can clearly see the brand name on the jump as well as on signage in the background. Even when the jump wasn’t branded, the visibility of the brands on the wall still made it into the photos. 

Class Sponsorships 

Want repeated visibility and verbal reinforcement? Sponsor a division and receive: 

• Logo placement on schedules and signage. 

• Recognition during awards ceremonies. 
• Opportunity to provide product prizes for winning riders. 

Sponsor a Photo Op Area 

We equestrians LOVE a good backdrop for taking photos, especially when it’s themed. For example, the World Equestrian Center features multiple photo op areas, where the decorations change with the seasons. I couldn’t resist a photo op with Daisy the basset hound, sporting a coat I had to buy at the show because I left hers at home, Ducky (the real MVP), and myself in front of the winter-themed photo wall. 

Remote Engagement & QR Activations 

Even without a booth, your brand can still participate through initiatives like distributing stickers, samples, or coupons through partners or influencers. From discount codes to an AR “Dog & Rider Medal” Instagram filter on a flier ringside, QR activations turn passive spectators into trackable leads and social-media amplifiers. Add a “Tap to Fetch a Free Sample” QR to every swag bag or stage a course-walk scavenger hunt where scanning five hidden codes unlocks a digital prize wheel. Each scan gives you first-party data and, more importantly, a reason to start a longer conversation with an owner who already loves their animals as much as you do. 

The ROI of Showing Up—And the Cost of Sitting Out 

This isn’t just about presence. It’s about return. In an age where digital ads are often ignored, being physically or contextually present at events like LRK3DE means longer dwell times, deeper emotional engagement, and stronger brand recall.  

Showing up allows you to: 

• Drive product through shared experiences. 

• Build loyalty through visibility and alignment. 
• Stand out in a space with very little competition. 

And the cost of not showing up? 

• Missing a high-spend, under-marketed consumer group. 

• Letting competitors be the brands that equestrians remember. 
• Falling behind in a growing crossover space where pet and equine audiences are increasingly intertwined. 

In-person event marketing delivers a higher impact per impression in niche communities like this—especially when pet brands can offer relevance, trust, and function. 

Ready to Make the Leap? 

At BSM Partners, we know how to bridge industries and connect with the consumers who matter most for your success. Our teams specialize in helping brands understand where to show up and how to win when they do. BSM Partners’ Consumer Insights can help you identify the right audiences, events, and messaging strategies to confidently break into equestrian-affiliated pet marketing, and BSM Partners’ Nutrition & Innovation team can work with you to develop new formats, limited-edition lines, or functional on-the-go solutions tailored to this unique audience.  

You don’t have to guess. You just have to take the reins. 

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About the Author

Dr. Sydney McCauley is a Board-Certified Companion Animal Nutritionist and earned both her bachelor’s and doctoral degrees at Virginia Tech in Animal and Poultry Sciences. McCauley’s research was in nutritional physiology with a focus on understanding the effects of low birth weight on glucose, fatty acid, carbohydrate, and amino acid metabolism in skeletal muscle and overall metabolic homeostasis during neonatal development.