Every year I am disappointed that I can’t watch my favourite equestrian events on TV for more than a two hour highlights package.  Time and time again (what used to be) well-loved events get a few measly hours coverage on a Sunday afternoon.  For three day eventing, one of the reasons is that TV coverage is expensive requiring an extensive outdoor unit over a period of four days but it is also because the audience interest for equestrian events is shrinking. Showjumping suffered this fate in the 90’s and has never really recovered and now eventing seems to be following the same path.

So it’s good to see that British Eventing have a plan to kick start a turnaround – the question is will it work?  Express Eventing is their latest idea.  Inspired by the success of twenty20 cricket and World Rally’s in-stadia Super Special Stages, it aims to create a fast-moving single day event in one venue that features all the stars of the sport.

This isn’t the first time that British Eventing has tried to boost interest for their sport through a new format.  The Eventer’s Grand Prix, featuring showjumping and cross county only, taking out the (arguably boring) dressage element has been well-received and is now an integral part of the event calendar, featured at Hickstead’s Royal International Horse Show.  But it has not made significant inroads on audience interest levels.

If by using this new format they are attempting to recruit a broader audience, I think they have a tough job on their hands.  One event that appeals to more than the horsey set is the Olympia Christmas Show.  This continues to be a success and draws crowds looking for a Christmasy evening out as well as a chance to watch international showjumping.  The key to this format is that they offer a lot more than just horses.  With aisles of shops and Christmas treats the crowds are enticed through the doors to experience something a little different during the holiday season.  

Badminton, Blenheim and Burghley also continue to draw large gates by offering a ‘great day out in the country’, where dogs run about, children enjoy ice cream, the hunter wellie wearers lap it up in the Veuve tent and Joules clad yummy mummies peruse a more extensive shopping experience than most city malls. A one day sport-focused extravaganza in a stadium in Cardiff doesn’t appear to offer the same benefits. There has been no mention of shopping and other attractions and without this I wonder if it can attract a wider audience.

Is this therefore only an extravaganza for aficionados? If so is it exciting enough to win new followers to the sport without the added extras?  I believe it is critical that they convince enough horsey people to travel to Cardiff to give the event an atmosphere - the Millennium Stadium is a big space to fill. Secondly, they need to persuade a broadcaster that the event will work for TV, be cost effective to produce and have enough interest to win audiences.   Only time will tell, but maybe our equestrian heroes can once again fill our TV screens.  Harvey Smith and David Broome were there in the 1970s. Can Express Eventing reclaim this prime time Saturday night spot?  I certainly hope so.

By Holly Anderson on October 7th, 2008

Tags: BBC, Equestrianism