Social media is transforming equestrian sport, shifting power structures and fostering an influencer culture that can increase the pressure for perfection.

Lovisa Broms, an academic at Malmö University in Sweden, who has researched the evolving digital landscape of the sport.

Broms, a lifelong rider and competitor, pursued sports science and equestrian education. In recent years, she has observed how social media is reshaping the industry.

“I wanted to explore the impact of social media on sport – the challenges, opportunities and problems it brings. I also wanted to examine the digital cultures that exist within equestrianism,” says Broms, who recently completed her PhD at Malmö University.

Her research examines how social media is used by sports federations, influencers, and young riders.

‘The love for horses remains central, and discussions in various forums still revolve around horse care, riding, training and safety. These new platforms allow more people to share experiences and knowledge, but they also create a risk of spreading misinformation,’ she adds.

In her study, Broms found that social media plays a key role in shaping the identity of young riders and reinforcing an idealised version of the sport.

“Influencers have gained significant power and are challenging traditional authorities. They often present an idealised version of the sport. This creates a certain pressure to live up to an idealised image,” explains Broms.

Broms emphasises the need for media literacy education and improved communication from sports federations.

“My thesis focuses on equestrian sport, but sports federations and organisations in general need to develop a better understanding of media logic to meet the needs and challenges of their athletes,” she concludes.