BSM25 - Event Report by Stephex

This was not an event, this was an experience.

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EXECUTIVE SUMMARY

and key objectives

A Showcase of Equestrian Excellence

The 2025 Brussels Stephex Masters once again confirmed its place as one of the leading equestrian events worldwide. Across five unforgettable days in Brussels, the event brought together the very best of international show jumping with world-class horses, riders, and an audience that continues to grow year after year.

Our ambition remains clear: to create an event that blends top-level sport, entertainment, and outstanding hospitality. From thrilling competitions and exhibitions to unique behindthe-scenes experiences, we strive to deliver moments that reach far beyond the arena.

The Ultimate Brand Exposure

The Masters welcomed a record number of spectators and global media attention in 2025, providing exceptional exposure for partners and sponsors. The Masters offers partners the chance to reach a diverse, high-level audience in a setting that unites world-class sport with outstanding hospitality.

Making Equestrian Sports Accessible

The 2025 edition further expanded its outreach by offering activities and hospitality options for all ages. By making world-class show jumping approachable and inclusive, the Masters continues to strengthen its role as an event that inspires and unites both seasoned equestrian fans and newcomers.

Combining amateur and top level sports

With classes ranging from young horse competitions to the Rolex Grand Prix, the Brussels Stephex Masters showcased the full spectrum of the sport. Riders of all levels were supported by top-tier facilities, ensuring an environment where talent can shine and the next generation of champions can emerge.

Collaborations beyond sectors

Partnerships once again played a key role in the success of the 2025 edition. By collaborating with stakeholders both inside and outside the equestrian industry, the Masters created opportunities that extend well beyond Tailored partnerships and hospitality concepts proved essential in delivering value and driving sustainable growth.

HIGHLIGHTS event

Celebrating a decade of Equestrian Excellence and Unmatched Growth

The Brussels Stephex Masters 2025 once again brought thousands of visitors together in Brussels for five days of sport, lifestyle, and entertainment. With over 42.632 spectators on site and fans following from more than 45 countries, the event continues to grow its international reach.

This year’s edition featured a lively lifestyle village with more than 44 shops, family-friendly activities such as Kids’ Day, and packed stands during every competition. Guests enjoyed a mix of world-class sport and a welcoming atmosphere that makes the Masters unique.

Tailored VIP hospitality once again set the standard, with three distinct arrangements offering more than 2200 exclusive seats per session. Guests enjoyed comfort, fine dining, and the best views of the competition. A tailored approach that guarantees the highest standards of hospitality.

44 SHOPS

5.2M GLOBAL BUDGET

42.632 VISITORS

“The 2025 Brussels Stephex Masters once again proved to be more than just a competition. It was a celebration of toplevel sport, an incredible audience, and an atmosphere like no other. None of this would have been possible without the dedication and hard work of our amazing team. Every success we achieve is truly a team effort, and we’re proud of what we’ve accomplished together.”

Ellen Van Guyse

- Event Director, Stephex Events

“No

words can describe this feeling. To win my first 5* Grand Prix here in Brussels is a dream come true.”

- Winner of the CSIO 5* Rolex Grand Prix presented by Audi Nina Mallevaey

HIGHLIGHTS sport

Beyond borders

The Brussels Stephex Masters once again welcomed the very best of international show jumping. Riders from 45 nations competed across five days of sport, bringing Olympic champions, world-class athletes, and young talents together in Brussels. The event continues to be a global meeting point where equestrian sport and culture cross borders.

A thrilling sport experience

With 8 ranking classes, three grass arenas, and appearances from more than 20 Olympians, the 2025 edition reaffirmed the Masters as one of the most prestigious stages in the sport. Highlights included the Rolex Grand Prix presented by Audi, Henders & Hazel Nations Cup presented by STX Finance, the Top Series, the Super Cup, and the Future Stars Young Horses Finals, offering excitement from first to last class.

The show also hosted the Stephex Exclusive Breeding Collection, presenting outstanding foals and underlining the Masters’ role as a true showcase for sport and breeding alike.

Investing in success

The total prize money exceeded € 1 million, made possible by the support of dedicated partners. Beyond their financial contributions, partners provided exclusive prizes that elevated both the prestige and the atmosphere of the competition.

Rolex Grand Prix presented by Audi

The 2025 Brussels Stephex Masters reached its peak in Sunday’s CSIO5* Rolex Grand Prix of Brussels, presented by Audi, where Nina Mallevaey made history. Already victorious with France in Friday’s Henders & Hazel Nations Cup presented by STX Finance, the 25-year-old rising star delivered two flawless rounds with Dynastie de Beaufour to capture her first ever 5* Grand Prix win. In front of a record crowd of more than 14,500 spectators, Mallevaey confirmed her place at the top of the U25 world ranking and crowned an unforgettable week in Brussels.

“Each year we aim to create the perfect conditions for riders, horses, and fans. The 2025 edition proved once again that when passion meets professionalism, the results are unforgettable.”

Ken Ruysen

- Sport Director, Stephex Events

+1.1 million

TOTAL PRIZE MONEY

340 RIDERS

850 HORSES

GERRIT NIEBERG

BEST 5* RIDER

DIMME D’HAESE

BEST 3* RIDER

THIERRY GOFFINET

BEST 2* RIDER

CHLOÉ HOSTE

BEST 1* RIDER

20 OLYMPIC RIDERS

COUNTRIES IN NATIONS CUP

WINNERS notable attendees &

A Stellar Lineup

The 2025 Brussels Stephex Masters welcomed a field of champions and rising stars. Olympic gold medalists Steve Guerdat and Henrik von Eckermann, Rolex Grand Slam winner Scott Brash, and Britain’s Ben Maher headlined an exceptional line-up.

Belgium was strongly represented by Grégory Wathelet, Pieter Devos, Gilles Thomas, and Nicola Philippaerts, while top names like Martin Fuchs, Daniel Deusser, Kevin Staut, Cian O’Connor, and Christian Ahlmann added international depth.

The spotlight also shone on the new generation, with six of the seven best U25 riders taking part, including Carlos Hank Guerreiro and Jeanne Sadran, alongside Nina Mallevaey, who later crowned her week with victories in both the Nations Cup and Rolex Grand Prix.

Notable winners

CSIO5* Henders & Hazel Nations Cup presented by STX Finance, France Triumphs. Team France powered their way to victory in the Nations Cup, finishing with just 4 penalties. Belgium followed in strong second place with 9 penalties, while Switzerland rounded out the podium.

CSIO5* Rolex Grand Prix , A New

Master Rises

The week concluded with a show-stopping finish: Nina Mallevaey (FRA) claimed her first-ever 5* Rolex Grand Prix, aboard Dynastie de Beaufour. She delivered two clear rounds, clocking the fastest time of 40.75 seconds, eclipsing Belgium’s Grégory Wathelet in second and Great Britain’s Harry Charles in third.

HOSPITALITY vip experience

Winners Suite

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 280 seats per session.

Trophy Club

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 1550 seats per session.

Champions Lounge

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 270 seats per session.

FOOD & beverages

Le Pain Quotidien

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.

JM Catering

This year, we once again hosted a public restaurant, offering attendees the option to reserve their tables on-site. For this edition, we partnered with JM Catering, who expertly designed a menu that perfectly matched the event’s atmosphere.

for everyone ENTERTAINMENT

Spectacular Shows

The Brussels Stephex Masters 2025 concluded in unforgettable style, blending world-class sport with a spectacle of entertainment unlike anything seen before. For the very first time, a breathtaking drone show lit up the Brussels night sky, drawing gasps as luminous formations danced above the arena. The celebration continued on the ground, where live music, extraordinary dancers, and surprise performances electrified the atmosphere. More than just a competition, the Masters transformed into a true festival of sport and culture — a fitting finale to a week that will be remembered for its innovation, energy, and magic.

Family Moments

The popular Kids Day once again transformed the showgrounds into a family playground, with pony rides, bouncy castles, and a lively play garden. Together with top-level sport and unique entertainment, the Masters confirmed its place as one of Europe’s most memorable equestrian events — a true celebration of sport and fun.

A True Celebration

With its unique mix of top sport, spectacular shows, and family fun, the Masters confirmed its place as one of Europe’s standout equestrian events: a genuine celebration of sport and entertainment.

PARTNERSHIPS main

Rolex

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

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.

Henders & Hazel

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.

Stephex Group

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.

STX Finance

As financial partner of the Brussels Stephex Masters, STX Finance makes it possible to keep the event running at the very highest level. With more than 15 years of experience in tailor-made leasing for horsetrucks, motorhomes and luxury vehicles, they provide the flexibility and reliability that riders, teams and partners depend on. Their support ensures smooth logistics and lasting growth, allowing us to focus fully on delivering an exceptional sporting experience.

PARTNERSHIPS other

A Unique Blend of Partners

The Brussels Stephex Masters thrives on the synergy between equestrian leaders and lifestyle brands, creating an atmosphere that is both sporting and stylish.

Our equestrian partners, from leading equipment manufacturers to veterinary and service providers, play an essential role in supporting the sport at the highest level. Their expertise ensures that horses and riders have everything they need to perform at their best.

At the same time, our lifestyle partners bring a distinctive flair to the event. Fashion, beauty, eyewear, gastronomy, and premium beverages all come together in our vibrant village, turning the Masters into much more than a competition. These partners create an experience that blends top-level sport with the finest in lifestyle, making every visit to Brussels both memorable and inspiring.

LIFESTYLE village

Beyond the arena

The Brussels Stephex Masters is more than an event, it’s an experience. Each year the Lifestyle Village brings together equestrian and lifestyle brands, creating a vibrant space that appeals to both horse lovers and a wider audience

In 2025, visitors could explore 44 shops, from equestrian essentials to fashion, décor, and gastronomy. The layout created a natural balance between equestrian quality and lifestyle flair, inviting guests to discover new favorites while enjoying the unique event atmosphere.

Tailored for Every Visitor

Highlights included exclusive Brussels Stephex Masters merchandise, artisanal clothing and accessories, and premium beauty, eyewear, and décor brands. With options ranging from luxury to sports, the Lifestyle Village once again proved its broad appeal, ensuring every visitor found something to take home.

MERCHANDISEshop

Merchandise Shop

The 2025 Brussels Stephex Masters merchandise collection introduced fresh designs and exclusive items that quickly became crowd favorites. The Stephex caps and treat boxes returned with a brand-new look, while the Kentucky Horsewear set expanded from last year’s saddle pad to now include a matching fly veil.

Alongside these novelties, collaborations with Val Pottery, Baobab Collection, Henders & Hazel, Annick Van De Weghe, and Kambukka once again offered visitors stylish ways to take home a piece of the Masters. The Lifestyle Village shop proved to be a popular destination throughout the week, with limitededition pieces in high demand.

Many of these items will also be available online, allowing fans to enjoy the Masters spirit well beyond the event.

PARTNERvisibility

Branded jumps

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.

Product placement

We want to bring the best of sport, hospitality and brand exposure together. This beneficial arrangement is tailored to our partners wishes.

Led boarding

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.

Class sponsors

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.

Activation Campaigns

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.

Social Media Pack

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.

LOGISTICALdetails

The venue

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.

Long term suppliers

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.

BSM ‘25 Insights

Email marketing

Our current database of 8038 contacts, consists of 52.7% female and 41.8% 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 48.9% and a database of 8038 contacts, we have a very interested audience.

Website Key Insights

Visitors

12.662

8.417 DURING BSM 37.612 DURING BSM

• 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.

TV coverage & distribution

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 401.552 video views and an audience of 90.803 unique website viewers and 310.749 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 ? minutes.

Top livestream countries

Key Takeaways

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.

Growth of our social presence

This year’s results confirm a clear upward trend across both Facebook and Instagram, with stronger reach, more visits, and steady follower growth compared to 2024 The visibility of our content increased notably, showing rising engagement throughout the event period and beyond.

Facebook recorded a significant jump in reach (+95K vs. 2024), alongside more interactions and profile visits, proving the platform’s growing role in community connection. Instagram also showed strong progress, with reach climbing by +62K and new followers exceeding last year’s results, underlining its value as a driver of audience expansion.

Overall, the BSM social channels achieved above-average growth and visibility, outperforming typical benchmarks and reinforcing the strength of our digital presence within the equestrian community.

37.026

310.527

General

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.

“I want to share the genes of our very best mares with breeders, because that is where everything begins. With the Stephex breeding programme, retired champions continue to shape the future, ensuring Belgium remains the heart of the sport horse world. ”

Stephan Conter

€ 730,000 TOTAL SALES AMOUNT

STEPHEX FOAL auction

Unlimited Pommex Z tops the auction

The 2025 Stephex Exclusive Breeding Collection Auction once again attracted breeders, riders and investors from around the world. Star of the evening was Unlimited Pommex Z (United Touch S x Emerald), who became the top-seller at €180,000 and will remain in Belgium. Clin D’Oeil Pommex Z (Comme il Faut x Kannan) also drew strong attention, reflecting the outstanding quality of this year’s collection.

Exceptional results and lasting impact

All 11 foals were sold, achieving a total turnover of €730,000 and an average of €66,363, confirming global trust in Belgian breeding. With the Pommex programme, Stephex continues to share the genetics of its best mares with breeders, ensuring future champions and strengthening Belgium’s position as a world leader in showjumping.

€ 66,363 AVERAGE SALE PRICE

We’re excited about the possibilities that lie ahead

In conclusion, the 2025 edition of the Brussels Stephex Masters was truly exceptional, reinforcing its position as a highlight on the international equestrian calendar. The event once again delivered world-class sport, thrilling audiences with unforgettable performances, while also achieving remarkable growth. Beyond the arena, the strong partnerships with riders, partners, and visitors played a vital role in creating a unique and memorable atmosphere.

Together, we celebrated equestrian excellence and set the tone for even greater successes in the future. We now look forward with excitement to the next chapter in the continued evolution of this prestigious event.