At the risk of breaking the web again…
Part of the difference in equestrian sports and a lot of those mentioned as not-elitist (and that point was well-made by MIKES MCS) is sponsorships. Big ones. Like… tobacco and beer. Those deep-pockets sponsors helped make US pro sports ‘go’ and even though they are now limited in some of the ways they can advertise as ‘sin’ products, they had a lot to do with the growth, especially on TV, of a lot of sports. Those successful sponsorships helped perhaps pave the way for other kinds of consumer products to want to be associated with different sports stars… and that whole dynamic continues to evolve.
That was a link I was trying to allude to (clumsily) earlier- Reed Kessler’s father has been very successful in businesses that he has promoted at a national and international level and as a tobacco executive, he would certainly be familiar with sophisticated sponsorships. He and the family have a lot of experience in this kind of thing, so maybe we’ll see more from that angle.
The strongest example I can think of, of these kinds of links between products and the equestrian world that have had a positive impact in the US, are the Budweiser Clydesdales.
In Europe, sponsorship of equestrians is a bigger deal than the US. Longines and Rolex, H & M, Alltech, Land Rover, etc see their investments in equestrian sport as a good deal and some of that success has then come to the US. As we start to see these international brands take more interest in US horse sports… probably a good thing.
My earlier points may have been better made to say, Reed Kessler seems to personify a new, younger breed of rider who may be able to attract (and retain?) sponsors on a model more like mainstream sports. Her family can underwrite her endeavors to a large degree, but that family is also very experienced in marketing and sponsorships. Reed’s media presence, family ties, and riding skills may be a winning combination to secure significant sponsorships, in Europe and perhaps the US.
Situations that elevate equestrian sports in the US to be considered more sponsor-worthy draw prize money, TV time, and new interest to our world.