Newsletter Editorial, October 5, 2026: Thoughts on Patrons and Why Eventing Deserves Higher Prize Money

Julia Krajewski has added another highlight to her career. For the third time, she has won the eventing competition in Boekelo—a feat no one has ever achieved before. She has claimed victory on three different horses: Samourai du Thot, Nickel, and now Ero de Cantraie. The reward in 2026: fame, glory, and 13,000 euros for the victory in the individual competition. Plus another 850 euros for second place in the team competition.

By way of comparison: When the show jumpers won their Nations Cup series, the League of Nations, the winning team received 490,000 euros yesterday in Barcelona—122,500 euros per rider.

Financial Wallflower: Which Sponsor Will Revive Eventing?

It’s nothing new that eventing—the sport that demands the most effort in training and, in my opinion, is based on the most intense partnership between horse and rider—attracts less attention than show jumping. Unfortunately. I’m not making this comparison to stir up social envy or resentment within the disciplines. Why would I? But one thing is clear: Versatility only works when there are financially strong enthusiasts behind the scenes. In Julia Krajewski’s case, that is Professor Dr. Bernd Heicke and the Heicke family’s Fohlenhof Stud Farm. Heicke isn’t just the owner of Julia Krajewski’s Boekelo winners. The Heickes also own the Olympic champion Amande de B’Neville. Other riders, such as the Leuwer couple, have well-trained horses thanks to the Heickes.

Patrons—we can’t do without them, especially in eventing

Heickes are patrons—people who aren’t looking for sponsorship, meaning they don’t expect anything in return, usually in the form of marketing, for their financial support. They are people who invest a lot of money because they love horses and the sport. Patrons don’t have a business plan—they have a passion.

There aren’t many like her. Madeleine Winter-Schulze is another prominent figure who is known to the public as a supporter of Isabell Werth and Ludger Beerbaum, but who also enjoys helping out in other ways.

Financial security gives elite athletes important freedoms

The Heickes’ commitment—especially with regard to Julia Krajewski—shows just how far financial support can reach. Ever since her Olympic victory, at the very latest, Julia Krajewski has been much more than “just” the disciplined national coach of Germany’s up-and-coming bush athletes.

In Tokyo in 2021, minutes after her greatest triumph as the first woman to win an Olympic individual gold medal in the all-around, she encouraged young girls to live their dreams. To follow her example. To believe in themselves and prove to the world that a little girl’s dreams can come true. “Empowerment” is the buzzword. It’s possible because there are sponsors who ensure that athletes can focus fully on elite sports.

Here’s to that dedication!

At the same time, a call to all sponsorship decision-makers out there: Even if times aren’t exactly rosy, take a look at eventing. Recognize the potential inherent in this sport! Continuity (three days of top-level performance), partnership (it simply doesn’t work any other way in the cross-country phase), and high flexibility (three disciplines)—honestly, you can’t ask for more! So let’s get started on a sponsorship plan for eventing. It doesn’t have to be 490,000 euros right off the bat…

What’s coming up …

With Barcelona and Boekelo, the equestrian world is gradually wrapping up the outdoor season. Cross-country riders still have a few events ahead of them (the World Championships for Young Horses in Lion d’Angers in two weeks, followed a week later by the CCI5*-L in Pau), and other disciplines are also still competing outdoors for a bit, such as the Global Champions Tour. But the indoor arena beckons—this coming weekend, the first qualifier for the 2026/27 World Cup season will take place in Oslo. And in the breeding sector, breeders are currently hard at work identifying which stallions born in 2024 are eligible for licensing. There’s a lot going on in the world of horses.

With that in mind, see you next Monday!

Jan Tönjes

EQUI PAGES Editorial Team

This is the EQUI PAGES Newsletter

This text was first published on October 5, 2026. Every Monday, Jan Tönjes comments on current events in our weekly newsletter on EQUI PAGES.

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