As part of British Eventing's five-year strategy (2016-2020), one of the key goals for modernisation and innovation is a new and comprehensive commercial approach. A Commercial Strategy was approved by the Board in 2016 and is now in progress.

Since the adoption of the Commercial Strategy, the Board approved research to be conducted by data-driven sports marketing agency Two Circles around the eventing audience in Great Britain.

This research has unveiled huge opportunities for sponsorship within British Eventing and is captured in the 'Commercial Content Guide to Eventing in the UK'. Jake Jones, lead consultant at Two Circles said:

"Eventing is a classic example of a sport that has a huge amount of hidden assets waiting to be uncovered."