[London, UK – 16.04.2026] — Horse & Country (H&C), the leading international equestrian sports network, today announces a major new multi-year title sponsorship agreement with evoke®, the fast-growing British equestrian helmet and safety wear brand, for its flagship original series, All Star Academy.
The partnership will see the series rebranded as the evoke® All Star Academy, as it begins production for the highly anticipated seventh series.
This commitment represents a significant endorsement of both the format and its global audience, positioning All Star Academy as one of the most commercially compelling and culturally relevant properties in equestrian entertainment today.
A Partnership Built on Progression
At its core, All Star Academy is a format all about transformation – giving grassroots amateur riders access to elite coaching and pushing them to new levels of performance.
The addition of evoke® as title partner introduces a powerful and timely dimension: growth and performance built on safety.
Founded on the belief that rider protection should never be compromised by cost or convention, evoke® has rapidly established itself as a disruptive force within the equestrian market. The brand is on a mission to reshape how riders think about protection – by combining cutting-edge safety standards and fresh, modern designs.
This alignment of purpose creates a natural partnership, and one that champions both ambition and responsibility in equal measure.
From Content Platform to Industry Influence
Since its launch, All Star Academy has built a loyal following – combining elite training, real-life progression, and emotionally driven storytelling.
With evoke® joining as title partner, the series enters a new phase – one that not only showcases rider development, but actively promotes best practice in safety across all levels of the sport.
The partnership reflects a shared ambition to influence the future of equestrianism – making safety more visible, more accessible, and more embedded in everyday riding culture.
This partnership sets a new benchmark for how safety is represented and prioritised within equestrian media.
A Shared Vision for the Future of the Sport
Jonathan Rippon, Director of Content at Horse & Country, said:
“All Star Academy has always been about opening doors – giving grassroots riders access to world-class training and giving audiences a front-row seat to the journey.
Partnering with evoke® feels like a natural evolution for this. Their commitment to rider safety, innovation and accessibility aligns perfectly with what this series stands for. And, with this multi-year partnership in place, we have a real opportunity to build something that delivers lasting impact for both riders and the wider industry.”
David Mitson, Founder & CEO of evoke®, added:
“This isn’t just about sponsorship for us – it’s about changing perception. Safety in our sport has too often been seen as a necessity, rather than something aspirational.
At evoke®, we believe riders should feel confident, protected, and proud of what they wear. Partnering with Horse & Country and All Star Academy gives us a powerful platform to hero that message – from grassroots through to elite level.
Our ambition is simple: to lead a new era of equestrian safety, where protection and performance go hand in hand.”
Looking Ahead to Series 7
Series 7 of the evoke® All Star Academy promises to build on the success of previous seasons, with a new cohort of riders, world-class coaching, and behind-the-scenes access that brings audiences closer than ever to the realities of equestrian sport.
The series will be available exclusively on H&C+, supported by a multi-channel campaign and extended content across digital and social platforms.
Applications for the new all-star cast will be opening via Horse & Country’s website on 6 May 2026.
In the meantime, viewers (and all hopeful grassroots contestants!) can catch up with all the action from the UK’s best-loved equestrian entertainment series here:
ENDS
About Horse & Country
Horse & Country (H&C) is the leading international equestrian sports network, offering live coverage, highlights, and exclusive original programming from the world of equestrian sport. Its streaming service, H&C+, is available to subscribers worldwide via web, mobile, and connected TV platforms. Annual membership of H&C+ costs just £84.99, with the option of a monthly recurring subscription at £14.99. Learn more at www.horseandcountry.tv.
About evoke®
evoke® is a British equestrian brand challenging traditional perceptions of rider equipment. With a focus on innovation, accessibility, and contemporary design, the brand creates helmets and safety wear that reflect the needs and expectations of today’s riders.
Driven by a mission to make high-quality protection more widely accessible, evoke® is helping to shape a more progressive and inclusive future for equestrian sport.
Learn more here: https://evoke-group.com/
Media Enquiries:
Horse & Country: [email protected]
evoke: [email protected]