Elitism and Equestrian Sport

One of the biggest stigmas that show jumping must overcome, as a sport, is the perception that it is an elitist private club. Yet, the actions of those within the sport often perpetuate that image. Maybe some are happy to be part of a private club. Maybe they feel the sport can survive financially without growing public interest. Maybe they feel fans are a nuisance. Maybe they don’t believe that marketing to more people results in more people becoming involved. That involvement may be as a participant, a sponsor or various other roles that equate to increased revenue.

This has long been an image problem for all equestrian sports but, recently, it was brought glaringly to my attention. A page on the social networking site Facebook calls on people to become supporters of the Canadian Equestrian Team. It goes by the name “Canadian Equestrian Team Supporters”.  At the top of the page is the following statement from the page’s administrator (grammar and sentence structure is his or hers, not mine) “I think our Canadian Equestrian Team is under appreciated and under supported. You look at the states and right from juniors they are very well supported. I think our CET is really good they just need more support. I mean you do have Spruce Meadows!”

The goal of this Facebook page is to garner support for a sport that is seen to be under-supported. Most Facebook pages are to garner support for something, therefore they welcome all those who wish to join. But the “Canadian Equestrian Team Supporters” page has one important difference. One must qualify to join. The following, very telling, statement appears where most pages invite people to join: “This is a closed group. Members must be invited or approved by admin.”

As a media relations consultant, I am not one who believes social networking sites are “media”. Some disagree with me. Such sites can, however, be a powerful tool in the whole marketing function. I did a Facebook search for support pages for many other sports and did not find any others that are “closed”. This page demonstrates a systemic view in the sport that the “private club” approach is acceptable. Yet, while it is seen as acceptable, there is plenty of complaining when others fail to be supportive, financially, or otherwise. The administrator may well be someone at the grass roots level who believes he is doing the right thing.  That would illustrate just how systemic this minset is.

I have serious questions about this Facebook page. What is the criteria to be a Canadian Equestrian Team supporter? What would rule someone out as an appropriate Canadian Equestrian Team supporter? Who would be granted the authority to decide? Does the Canadian Equestrian Team endorse this and, if not, why have they not asked the administrator to take it down or change it?  The “admin” does make a confusing reference to Spruce Meadows. He could learn a lesson by looking to them. Spruce Meadows does not draw 50,000 spectators in a day by sending a message that they are a private club and want to stay that way.

Why Don’t Equestrians Want To Do Interviews?

I was at a party a couple nights ago that was attended by journalists and broadcasters.  Many of them had been involved with coverage of this year’s Olympic Games. “Why don’t equestrians want to do interviews?”, I was asked three times during the evening. I was as stumped for an answer as they were by whatever circumstances had prompted them to ask the question.

 

This question came from people who cover athletes in all sports. They are people with years of experience doing so. So that means they have a good measuring stick against which to judge  equestrians.

 

The fact that this question would come up repeatedly in one evening should concern the equestrian community greatly. Such a reputation should be unacceptable to any sport’s leadership.

 

Not wanting to do interviews reduces visibility and, hence, reduces interest from sponsors. But, the questions that accompany this reputation are serious and can cause future problems. Any skilled journalist will ask themselves, “Do these people have something to hide?”  Then, of course, they will start looking for what that “something” might be. 

 

The other question it raises, in equestrian sport, that it might not raise in another, is the question of elitism. “Are these people just so rich and snobby that they feel they don’t need the benefits that come with media coverage and don’t care about their fans?”  That will make the media, in general, lose interest fast.

 

So you might argue that it was only three journalists that raised the question. But it was all in one evening in a room full of quality, experienced journalists. 

 

“Be accessible” is near the top of my list of media tips for anyone.