This was not an event, this was an experience.
We reflect on the 10th edition of the Brussels Stephex Masters, held from August 28th to September 1st, 2024, with this Event Report. The event was organized by the Stephex Group at the Stephex Headquarters in Wolvertem, Brussels.
The Brussels Stephex Masters is a leading equestrian event held annually in Brussels, Belgium. Known for its high-level show jumping competitions, the 2024 edition continued to impress with top international riders and horses.
We aim to create an event that blends sportsmanship, entertainment, and great hospitality. From exclusive exhibitions and behind-the-scenes access to personal interactions with riders and horses, we strive to offer experiences that go beyond the arena.
Our event showcases top international riders and horses, turning show jumping into a spectacular experience. It’s a prime opportunity for your brand to be part of this impressive setting, where the competition highlights exceptional skill and athleticism, with riders vying for prestigious titles and substantial prize money.
The Brussels Stephex Masters aims to connect equestrian fans with newcomers by offering free entry to the event This approach helps present show jumping in an engaging and inclusive way, broadening its appeal. The event features activities for all ages, various hospitality options, and restaurants, ensuring a welcoming experience for everyone.
The Brussels Stephex Masters focuses on showcasing the best show jumping talent from around the world By pushing beyond traditional norms, the event aims to set new standards in equestrian sports and establish itself as a leading global competition. Riders of all levels deliver impressive performances, supported by top-tier facilities and services for both horses and riders, including premium arenas, comfortable accommodations, and comprehensive support.
The Brussels Stephex Masters seeks to build partnerships across both equestrian and nonequestrian industries. By attracting a wide range of collaborators, the event creates a distinctive experience that goes beyond traditional boundaries. Partners benefit from visibility packages and hospitality arrangements, playing a key role in the event’s success and growth.
We want to express our heartfelt thanks for your partnership
Your support is crucial to us and makes this event truly special. Your confidence in the Stephex Events team helps us strive for more each year, ensuring the best experience for riders, partners, and visitors.
This year, the Brussels Stephex Masters reached new heights, celebrating its 10th anniversary in a spectacular way. For the first time, it became part of the prestigious Rolex Series, attracting top riders such as Steve Guerdat, Jessica Springsteen, and world No. 1 Henrik von Eckermann. The event offered something for everyone, from casual spectators to passionate equestrian fans, creating an atmosphere of casual elegance. The Rolex Grand Prix presented by Audi was a major highlight, with a challenging course adorned by stunning designs, full house, enthusiast crowd.
Your involvement is key to our success, and we look forward to continuing to create memorable experiences together. Thank you for being a vital part of our journey.
Let’s keep this story going.
- CEO, Stephex Group
“10 years of passion, 10 years of top level competition, 10 years of unique entertainment and hospitality. the BSM is more than an experience.”
Ellen Van Guyse
- Event Director, Stephex Events
Celebrating a decade of Equestrian Excellence and Unmatched Growth
The Brussels Stephex Masters proudly celebrates its 10th edition, marking a decade of equestrian excellence and global brand exposure. With more than 40,000 visitors from over 42 countries and an online reach exceeding 1 million, the event has grown into a premier international platform.
This year’s edition offers an even more dynamic experience, with a larger lifestyle village featuring 14 equestrian shops and 29 lifestyle shops. New additions, such as Kids’ Day on Wednesday, expand the event’s appeal to younger audiences.
Our three distinct VIP arrangements provide tailored luxury, ensuring the highest standards, with +1800 exclusive places per session. As the event continues to evolve, the Stephex Masters remains the gold standard in equestrian sport, delivering an immersive and unforgettable experience for all.
29 LIFESTYLE SHOPS
5.2M GLOBAL BUDGET
40k+ VISITORS
“I’ve admired these two masters my whole life, and now, here in Brussels, I’ve won my first 5* GP against Steve and Peder. It’s a dream come true, and there’s no better place than the Stephex Masters to make it happen.”
- Winner of the CSIO 5* Rolex Grand Prix presented by Audi
Year after year world’s best riders make their appearance at the Brussels Stephex Masters. This year we had the great pleasure of hosting 42 Nationalities, out of which nine took part in Friday night’s CSIO5* H&H Nations Cup. Germany, Belgium, France, The Netherlands, Ireland, Sweden, Switzerland, Argentina and Great Britain competed for this victory in Belgium.
Featuring 8 ranking classes, 2 grass arenas, and world-renowned riders, including 20 Olympic athletes, the Brussels Stephex Masters is a premier showcase of equestrian talent.
As Belgium’s only 5* competition on grass, the event exudes exclusivity, hosting prestigious competitions such as the Henders & Hazel Nations Cup, Pony Classes, Top Series, Super Cup, Prestige League, and the Future Stars Young Horses finales. The highlight is Sunday’s CSIO5* Rolex Grand Prix.
The event also includes international award ceremonies and the Stephex Exclusive Breeding Collection auction, presenting 17 exceptional foals, making it a true celebration of equestrian excellence.
The total prize money exceeded 1 million euros. This substantial prize pool is possible through the invaluable contributions from our partners. These partners have not only invested in the success of the event but have also provided exceptional prizes that enhance the prestige of the competition.
In the Rolex Grand Prix of Brussels, the leading 12 riders moved on to the second round. Peder Fredricson, aboard Alcapone des Carmille, was the first to post a double-clear round. However, vice-Olympic champion Steve Guerdat, riding Dynamix du Belheme, claimed the lead, finishing just half a second quicker. José Maria Larocca of Argentina made history by becoming the first Argentinian in 50 years to secure a victory in a five-star Grand Prix, riding Finn Lente to triumph, beating Guerdat. +1.1 million TOTAL PRIZE MONEY
“I feel immense pride welcoming elite riders and their teams, while also feeling a responsibility to provide the best conditions for success. Our goal is to create a stage where horses can shine, and connect with everyone involved to make this event exceptional.”
- Sport Director, Stephex Events Ken Ruysen
The CSIO5* Rolex Grand Prix presented by Audi featured a star-studded lineup, including World No. 1 Henrik von Eckermann (SWE), defending champion Ben Maher (GBR), and Olympic gold medalist Steve Guerdat (SUI).
Thirteen of the current top 30 riders in the world ranking competed, highlighting the event’s prestige. Additionally, 13 Olympic riders participated, further cementing the Masters as a premier fixture in the equestrian calendar.
This impressive roster of top-ranked and Olympic athletes underscores the global significance of the Brussels Stephex Masters in the world of equestrian sport.
In a thrilling final, José Maria Larocca (ARG) made history as the first Argentinian to win a five-star Grand Prix in 50 years, riding Finn Lente to victory. He narrowly beat Steve Guerdat (SUI) on Dynamix du Belheme by just 0.07 seconds, while Peder Fredricson (SWE) took third on Alcapone des Carmille.
At the Henders & Hazel 2024 Nations Cup, Team Switzerland triumphed with Steve Guerdat, Pius Schwizer, Janika Sprunger, and Martin Fuchs. Belgium claimed second place, with standout performances from Niels Bruynseels, Pieter Devos, Jerome Guery, and Olivier Philippaerts.
STEVE GUERDAT
BEST 5* RIDER
JESSICA SPRINGSTEEN
BEST 3* RIDER
MILLIE ALLEN
BEST 2* RIDER
JULIE DE PELSMAEKER
BEST 1* RIDER
TONY STORMANNS
BEST CSIJ RIDER
The event offered diverse entertainment for all ages , including 10-minute parties, live music, and kid-friendly activities. The closing shows left spectators in awe, making the 10th anniversary truly magical.
The VIP area featured aerial dancers, surprise acts, and a lively marching band , adding to the festive atmosphere. Quirky Hang-Outs kept the energy high with spontaneous dance battles, DJ-saxophone duos, and fun interactive elements like photo booths and props for kids.
A standout moment was the Connemara performance, where VIP and public audiences united in an electrifying party vibe.
This year introduced a dedicated Kids Day on Wednesday, creating a fantastic experience for our youngest supporters. Kids Day featured a bouncing castle, pony rides, and multiple exciting stickhorse competitions, allowing children to immerse themselves in the thrill of equestrian sports.
The day included a vibrant play garden and fun makeup stations, fostering an engaging atmosphere for young attendees. Rest assured, our youngest visitors are welcome throughout the event, with plenty of entertainment to keep them captivated!
For a first time we have organized even more seating space for visitors that want a taste of the VIP experinece. The Winners Suite savored a walking dinner concept with a direct view on the main arena. These spots marked that start of a new VIP experience concept based an a first come first served principle. Total capacity of 250 seats per session.
At the Trophy Club you can enjoy a VIP experience during 4 days. Together with daily entertainment and a top-tier view on the arena with a terrace. Total capacity of 1300 seats per session.
Invite your customers and clients to a private and branded lounge. Mix culinary delights with exclusive topclass sport and unique spectacle. Total capacity of all lounges is 290 seats per session.
Their offerings, ranging from buttery croissants and a morning coffee to richly filled sandwiches, have become the go-to choice for breakfast among event attendees. Moreover, their bar and food stand were filled with people, from morning until evening. Their dedication to crafting a diverse menu have added an extra layer of delight to our equestrian experience.
This year, we once again hosted a public restaurant, offering attendees the option to reserve their tables in advance or on-site. For this edition, we partnered with JM Catering, who expertly designed a menu that perfectly matched the event’s atmosphere. Thanks to the seamless reservation system provided by Resengo, we nearly reached full capacity at the restaurant on almost every day of the event.
Rolex’s unwavering support over the years has not only elevated the prestige of our event but has also significantly contributed to its success. With their ongoing support through the Rolex Grand Prix, we can elevate this prestigious competition every year to an unbelieveable level. We look forward to many more years of this extraordinary partnership, united in our passion for excellence and the equestrian experience.
Audi’s constant innovations have not only kept them at the forefront of automotive technology, but have also provided a remarkable opportunity for our attendees to experience their cutting-edge vehicles firsthand. As demonstrated by their consistent support for the Grand Prix and the 5* night class where they respectively gave away an Audi E-Tron GT and an Audi A1, they enhance the prestige and excitement of our event.
H&H, our main partner for the Nations Cup at the Brussels Stephex Masters, has played a crucial role in elevating the event’s reputation. Their unwavering support and commitment to excellence have ensured a top-notch competition experience for all. We’re grateful that we could bring back the Nations Cup to Belgian soil with H&H’s partnership and look forward to continued success in celebrating international showjumping.
As main organizer of the event we’re proud to be one of the showjumpings that made its longlasting mark on the equestrian world. Our own showground makes it possible to be flexible in each stage of the event organization. Even for adapting last minute changes that make our event even better on the spot.
The entertainment team joyfully distributed fresh apples from Maasmechelen Village, providing a refreshing treat on a warm day. These delicious snacks are perfect for sharing with your horse, making for a delightful experience for both rider and companion!
your best outfit!
Maasmechelen Village hosted a Best Dressed contest at the Brussels Stephex Masters, where attendees showcased their stylish outfits. To enter, participants snapped a photo at the event and shared it online using #MMVxBSM24. The lucky winner received a personal shopping experience, VIP parking, an overnight stay at Ter Hills Hotel, and a €250 gift card for Maasmechelen Village.
The Henders & Hazel lounge
On Friday during the Nations Cup, guests relaxed in the cozy Henders & Hazel lounge, nestled between the two arenas. With beautiful furniture and a front-row seat to the action, it was the perfect spot to unwind and enjoy the event.
Merchandise shop
This year, the Brussels Stephex Masters proudly celebrated a milestone by partnering with an exceptional array of brands to create unique and captivating products. Our collaborations with Val Pottery, Baobab Collection, Kentucky Horsewear, Henders & Hazel, Annick Van De Weghe, and Kambukka have resulted in a series of stunning collections that beautifully merge each brand’s distinctive style with the event’s eccentric charm.
These exclusive collaborations were a highlight at our Lifestyle Village Merchandise shop, captivating visitors with their elegance and innovation. Due to their success, we’re excited to announce that these collections are now available in our webshop. Additionally, select items will also be featured in the webshops and physical stores of our partner brands.
The event showcases an exceptional synergy between equestrian and lifestyle partners, creating a distinctive atmosphere that appeals to a wide-ranging audience.
On one hand, equestrian-focused partners, including leading equine equipment manufacturers and service providers, play a vital role in promoting the sport.
On the other hand, lifestyle sponsors —featuring fashionable brands, premium beverages, artisanal skincare, bespoke eyewear and many more — enhance the overall experience for attendees. Our exhibitors ensure that visitors enjoy an experience that goes beyond the equestrian competitions.
The Brussels Stephex Masters takes pride in elevating the overall experience for its attendees by exhibiting different sectors in a Lifestyle Village. This assembly of exhibitors creates a distinctive atmosphere by expanding the event to non-equestrian attendees.
This year’s Lifestyle Village showcased 29 carefully curated shops, marking an expansion from last year. The clear separation between the Lifestyle Village and the Equestrian Village created a distinct and immersive atmosphere for visitors. This thoughtful division allowed attendees to seamlessly transition between equestrian quality and upscale shopping.
The Lifestyle Village catered to a variety of interests, featuring an impressive range of shops. Highlights included handcrafted children’s clothing adorned with exclusive Brussels Stephex Masters prints, luxury Belgian eyewear, and a delightful candy store that brought joy to younger guests. The presence of luxury handbags and a luxury skincare brand further demonstrated the event’s broad appeal and its ability to connect diverse businesses with their target audiences.
Personalized jumps are not only part of the sport, but they give brands the opportunity to go creative with their branding. This provided long lasting visibility and an ongoing media attention.
We want to bring the best of sport, hospitality and brand exposure together. This beneficial arrangement is tailored to our partners wishes.
Dynamic ads or looped logos provide a pole position to our partners’ presence. During all classes the whole arena colors in the branding of our sponsors. This led boarding is situated all over the different arenas, with a visibility span all around the field. This way your branding is at a premium spot seen by all of our VIP guests and the public visitors.
Every class had its sponsor, this gave partners the possibility of having a representative present at the award ceremony. A unique opportunity to showcase your brand and the prize to our audience.
This year we were proud to come up with a new approach to our program book. The Stephex Magazine that contained more behind the scenes, which has captured the attention of the audience. This made sure that the magazine advertisements had an extended visibility.
Activation campaigns offer a fun and interactive way to engage with our visitors, creating lasting memories associated with your brand. By incorporating creative and memorable activities, your brand will be front and center during the event, leaving a positive impression that resonates long after the experience.
Our social media pack provides partners with enhanced visibility before, during, and after the event, taking advantage of our audience’s high engagement levels. This tailored approach ensures that your brand benefits from extra coverage across various platforms, amplifying your reach and reinforcing your message to a vibrant and active community.
Two grand VIP tents were the focal point of the event, offering a premium experience for our guests. With varying heights and seating arrangements, visitors could choose their preferred setting, all while enjoying the best views of the arena.
Given the near doubling of participants and horses in this edition, the organizers rose to the challenge by significantly expanding the stabling area. This expansion doubled the number of stalls provided for the equine athletes compared to last year, ensuring their comfort and well-being throughout the event.
After hosting the past two editions at this venue, we’ve gained valuable insights into how best to utilize the surrounding agricultural space, optimizing it for both guests and participants.
Our long-standing partnerships with key logistical and supplier companies are crucial to the success of the Brussels Stephex Masters. Veldeman constructs our tent facilities, Max EQP provides sound and lighting, Intermetal guarantees reliable electricity and heating, and Eland enhances our decor and VIP experiences.
These enduring collaborations form the foundation of our event’s continued success.
Our current database of 8000 contacts, consists of 52% female and 42.5% male, with the largest segments found in age groups that align with our target audience.
The open rate grows significantly from april on towards the event. People are interested in the run up towards during the event, and shortly afterwards
With an average open rate of 50% and a database of 8000 contacts, we have a very interested audience.
• Strong visitor and click activity during BSM, with noticeable increases in August and the event week.
• High average CTR, indicating effective engagement with the audience.
• Improved Google ranking during BSM, suggesting heightened search visibility during the event.
• The Dutch startlist shows the highest engagement, followed by English and French versions.
In short, a successful digital visibility and engagement during the BSM event, with strong organic reach and click-through performance.
4
The Brussels Stephex Masters attracted significant media coverage across multiple platforms, reinforcing its prestige in the equestrian world. Channels like Sporza, RTBF, Kanaal Z, Horse and Country TV, Eén, and RingTV all covered the event, providing viewers with exclusive insights and highlights.
The competition was also livestreamed globally via Clip My Horse, attracting a total of 192,098 video views and an audience of 21,900 unique website viewers and 11,186 mobile app viewers. Top streams, including the Rolex Grand Prix, CSIO5*, and SX Foal Auction, had high engagement, with an average watch time of over 50 minutes.
The majority of viewers tuned in from Belgium, followed by strong engagement from France, the Netherlands, and Germany. This report underscores the event’s wide reach and strong viewer engagement.
The Brussels Stephex Masters continues to steadily grow in recognition. As a longstanding name in the equestrian world, both in Belgium and internationally, BSM has successfully expanded its reputation, with increasing coverage from both international and general media
This highlights our ambition to evolve with each edition, continuously growing into a larger and more internationally renowned event.
Strong organic growth was observed across all social platforms before, during, and after BSM, reflecting an increasing engagement with our audience.
Our average yearly engagement rate of 2.52% demonstrates that our audience views us as a trusted and reliable source. With an estimated reach of 12% for posts and 5% for stories, both formats perform well above average, highlighting strong visibility and reach within our follower base.
Monday 26/8 till Sunday 1/9/2024 Monday 1/8 till Sunday 15/9/2024 Monday 1/8 till
The BSM account experienced an impressive 51% organic growth, significantly outpacing the typical growth rate of 11.66% seen in similar accounts.
Monday 26/8 till Sunday 1/9/2024
+2200% FOLLOWERS
+236,6% POST VIEWS
+455%
PROFILE VIEWS
Monday 26/8 till Sunday 1/9/2024
General
PROFILE VIEWS
Monday 1/8 till Sunday 15/9/2024
With a targeted approach to local, national, and international initiatives—both online and offline—the event successfully reaches diverse audiences.
This is complemented by a highly loyal audience across multiple channels, including email campaigns and social media, underscoring strong engagement.
Furthermore, as a recognized name within the global equestrian community, the Masters is continuously expanding its influence beyond the sport, evidenced by increasing press coverage in both national and international sports and general media. This combination solidifies its position as a premier event with growing media value and broad appearance.
“Our loyal buyers showed their trust once again, with only one foal sold online. Partnering with Haras De La Pomme and Stal Kattenheye, we continue offering top breeding and sport opportunities.”
Tom Kerkhofs
The Stephex Exclusive Breeding Collection is a highly anticipated feature of the Brussels Stephex Masters. This event is the result of the dedication and passion of Stephex Stables, alongside renowned breeders Haras De La Pomme and Stal Kattenheye.
This year’s Stephex Exclusive Breeding Collection achieved total sales of 651.000 euros, with an average sale price of 46,500 euros. The auction’s highlight was Hohneck Pommex Z (Heartbreaker x Kracotte Z – Kannan), sold for 81,000 euros, making it the 2024 auction topper. This exceptional gelding embodies the Pommex breeding philosophy: a world-famous champion dam, a proven sire, stunning conformation, and extraordinary movement.
€ 651.000 TOTAL SALES AMOUNT
€ 46.500 AVERAGE SALE PRICE
We’re excited about the possibilities that lie ahead
In conclusion, the 10th edition of the Brussels Stephex Masters was truly extraordinary, marking a significant milestone in its evolution. This year’s event not only showcased the remarkable achievements and challenges of top-tier equestrian competition but also experienced tremendous growth. The event dazzled with spectacular sport highlights that left audiences in awe. Beyond the arena, our positive partnerships with visitors, partners, and participants were crucial in crafting an unforgettable experience.
Together, we celebrated the essence of equestrian excellence and set the stage for even greater successes in the future. We eagerly anticipate the next chapter as we look forward to the continued growth and excitement of this prestigious event.
