ROLEX GRAND SLAM: EQUESTRIAN'S NEW ERA

The Rolex Grand Slam of Show Jumping is aiming to grow the new era in the field of equestrian sport.

The Gland Slams, which brings together the top riders from all over the globe, consist of the biggest events international equestrian sport circuit – Aachen, Geneva and ´s-Hertogenbosch and Calgary.

Central to its success is the competition’s main sponsor, Rolex. We caught up with the key stakeholders from each of the Grand Slam venues to find out how impactful show jumping’s showpiece has been to their city, and the lessons that can be carried forward.

How has the Rolex Grand Slam positively impacted your Major’s respective community?

Linda Southern-Heathcott: The influence and strength of Rolex and the belief that the brand has in our venue has allowed us to grow significantly. Rolex is such a great partner, their whole vision encapsulates perfection, timing, and perpetual growth – that is an inspiration for our venue and community.

Through the creation of the Rolex Grand Slam of Show Jumping we have been able to learn from the other venues. This gives us a great deal of motivation and inspiration, as although the other Majors are very different, they are the best in the world. Every single Major has a unique way of cultivating a special environment and so it has been such a wonderful journey for us to have to be part of.

ROLEX TESTIMONEE KENT FARRINGTON RIDING GAZELLE WINNERS OF THE ROLEX GRAND PRIX AT CHIO AACHEN 2017

Since CSIO Spruce Meadows ‘Masters’ Tournament became part of the Rolex Grand Slam of Show Jumping in 2013, we have experienced exponential growth in broadcasting, television and in our fan base. There has also been the growth of our sport in the Chinese markets, and we would not have achieved this without the help of the Rolex Grand Slam of Show Jumping. It has opened a number of very exciting opportunities for us.

A VIEW OF THE MAIN AREA AS ROLEX TESTIMONEE STEVE GUERDAT RIDES VERNARD DE CERISY AT CHIO AACHEN 2022

In terms of our fan base, as we are the only Major that is not based in Europe, we continue to be considered the ‘satellite venue’ as the sport is so strong in Europe. As a result, we have continued to engage our fans in different ways – they are not necessarily experienced show jumpers or horse people., compared the attendees of CHIO Aachen and CHI Geneva who either compete, ride or own horses.

We have more of a diverse fan base. It has been a wonderful opportunity to showcase our sport with the support of Rolex and to be able to bring people from around the world to the venue to experience some of the world’s best show jumping.

ROLEX TESTIMONEE MARTIN FUCHS RIDING LEONE JEI WINNERS OF THE ROLEX GRAND PRIX AT CHI GENEVA 2021

Michael Mronz: The Rolex Grand Slam of Show Jumping has had a phenomenal impact on Aachen as a city. Nowadays, CHIO Aachen is considered the largest equestrian event in Germany. The event is not only seen as prestigious, but we have an attendance of more than 360,000 spectators over the course of the show, which therefore bring countless opportunities for the local community. It is a great international platform that showcases the sport.

As a show, we are able to make investments in our show as a result of the strong and reliable partnerships that we have created with business partners and sponsors such as Rolex. The engagement that Rolex has had in the sport of show jumping is just truly phenomenal as it has enabled the sport to be elevated and encouraged other sponsors to become active participants. It is important to have great sponsors as it ensures that riders receive the correct prize money that values their skills.

The concept of the Rolex Grand Slam of Show Jumping has placed the Majors in a great position to present the highest quality of the sport with the best riders, and horses to electric crowds at the four Majors on a yearly basis, and provide the local communities with a significant source of benefits both economically and socially.

ROLEX TESTIMONEE MARTIN FUCHS RIDING CLOONEY 51 WINNERS OF THE ROLEX GRAND PRIX AT CHI GENEVA 2019

Sophie Mottu-Morel: It is incredible that CHI Geneva is part of the Rolex Grand Slam of Show Jumping not only as the concept is so prestigious but also due to the association with Rolex as a sponsor. The introduction of the new concept, ten years ago, has been truly beneficial as it has allowed the sport to be elevated to a new dimension. It has also drawn an incredible amount of interest from other sponsors – it has been momentous in our sport.

The introduction of the Rolex Grand Slam of Show Jumping created an incredible amount of interest from new spectators who want to attend the CHI Geneva. Every year, we have a number of the same spectators but also a new audiences including those interested in the tennis and golf Majors, and who like to compare the sports.

At CHI Geneva, we could not run our show without our volunteers. The volunteers who work at the show are incredibly proud of the concept and to help with the organization of the show. This results in an incredible energy from the staff, riders, and spectators throughout the show. The CHI Geneva has a positive impact on businesses in the local area of Geneva as not only they attend the show but also visit the city. It truly has a great and beneficial impact on the city.

ROLEX TESTIMONEE DANIEL DEUSSER RIDNG KILLER QUEEN VDM WINNERS OF THE CP ‘INTERNATIONAL’, PRESENTED BY ROLEX, AT CSIO SPRUCE MEADOWS ‘MASTERS’ TOURNAMENT 2022

Not only do the Majors host top level sport, but you’re also successful businesses in your own right. How do you achieve this balance of getting the best riders and horses in the world and top level sport but also balancing the books if you like of the show?

Michael Mronz: If you have a modern and interesting product or event with the correct partnerships one can grow a successful business or event.

It is important to develop ideas, concepts and stories around the event so the audience can become gript by it. The Rolex Grand Slam of Show Jumping is indeed a story as it combines the best riders, the best horses with the best shows which generates interest from partners to become active participants. This has allowed the sport to develop into another dimension.

The importance for business partners to remain engaged is significant as it allows the sport to be highlighted in a beneficial manner. It is truly thanks to Rolex and their involvement in the sport that other sponsors are now following in their footsteps.

ROLEX TESTIMONEE STEVE GUERDAT RIDING TANIA M&M IN THE BOREK PRIZE AT THE DUTCH MASTERS 2022

Over the years, prize money has increased significantly. It is great to see that every single show whether they are considered a Major or not, has been inspired by this concept to try to achieve and deliver a high-quality events. This is something very special to witness in the sport as it is beneficial for everyone involved, not only for the sponsors but also media, owners and riders.

CHIO Aachen is incredibly passionate about re-investment into the show, and therefore the local area, as to ensure consistent improvement local business and people are employed. This model allows us to constantly ensure that we are investing to seek improvement from year to year.

ROLEX TESTIMONEE SCOTT BRASH RIDING HELLO SANCTOS WINNERS OF THE ROLEX GRAND PRIX AT CHIO AACHEN 2015

Marcel Hunze: It is important for us to focus on the quality of every aspect of our event as these not only attract sponsors but fans as well. At The Dutch Masters, we constantly continue to invest in the quality of our event, but this can be challenging as with the current economic climate costs. It is important to continually search for improvements the Majors are considered the pinnacle of sport.

Sophie Mottu-Morel: I agree that it is crucial to place importance on achieving high quality shows as this has an effect on attracting future sponsors and fans. At CHI Geneva, we continually invest in the quality of the event and try surpassing challenges. We really believe on continually improving and investing money back into our event for the fans, riders, owners etc.

“It is important for us to focus on the quality of every aspect of our event as these not only attract sponsors but fans as well.”

How can this relatively niche sport grow further commercially? Are you worried at all about a ceiling to the sport and your Majors potential?

Michael Mronz: The growth of the sport remains extremely important as mentioned at the press conference earlier this afternoon. We have to ensure that the sporting calendar remains organised and clear so the riders and the horses can rest and train correctly between every show.

Currently, on our circuit, we have more than 85 5* tournaments which can be seen too be too many and questions arise whether it is a marketing and money making ploy in comparison to sports like tennis, as they remain solely focused on having a clear structure with the Grand Slams and the 1000 tournaments.

The differentiation of the tournaments in tennis remains enticing for media and spectators on digital platforms. This is something that our sport will have to focus on. However, I believe that our efforts so far are going in the right direction, but we will have to make those advancements in a timely manner to truly reap the benefits.

ROLEX TESTIMONEE SCOTT BRASH RIDING HELLO SANCTOS, WINNERS OF THE CP ‘INTERNATIONAL’, PRESENTED BY ROLEX AT THE CSIO SPRUCE MEADOWS ‘MASTERS’ TOURNAMENT 2015

Marcel Hunze: In the Netherlands, I do not believe that a ceiling currently exists as we are currently witnessing an increased interest in the sport from numerous different backgrounds. I personally believe that if you can host a 5* event that provides the correct prize money, amazing facilities and competition that there is an not issue with several 5* events being held in one week.

 The Rolex Grand Slam of Show Jumping is aiming to grow the new era in the field of equestrian sport. The four events, which unite the top riders from all over the globe, brings together all prestigious names on the international equestrian sport circuit – Aachen, Geneva and ´s-Hertogenbosch and Calgary, which takes place this […]