Traverse City Horse Shows: A Premier Opportunity for Local Businesses

Traverse City Horse Shows: A Premier Opportunity for Local Businesses

A Summer of Growth—For Northern Michigan and Your Brand

Traverse City Horse Shows (TCHS) transforms Northern Michigan into a premier global equestrian destination every summer. With 2,000 athletes, 4,000 horses, and thousands of spectators from 48 states and 25+ countries, TCHS is more than a competition—it’s a business opportunity. Over 13 weeks, some of the world’s top 50-ranked riders compete here in Northern Michigan, creating unmatched access to an engaged, high-value audience.

A Catalyst for Regional Economic Growth

TCHS is one of Northern Michigan’s most significant economic drivers, bringing millions in tourism, hospitality, and commerce.

• $150M+ regional economic impact (direct & indirect).
• $25M+ invested in infrastructure in the past four years.
• Riders, trainers, owners, and families spend summers here, fueling local businesses.

As TCHS grows, businesses have a unique opportunity to connect with a global audience while supporting Northern Michigan’s thriving summer economy.

Your Brand, Center Stage

TCHS sponsorships go beyond signage—they offer strategic, high-impact integrations that connect your brand with a loyal, engaged, and affluent audience. From presenting sponsorships of weekly Grand Prix—like Meijer, Turtle Creek Casino & Hotel, and Molon Excavating—to bespoke activations, there are opportunities to align with the excitement of world-class competition in meaningful ways.

— Event & Venue Naming Rights – Gain season-long brand exposure by attaching your name to high-visibility locations and marquee events. The Kids Arena, presented by The Dam Shop at Elk Rapids Marina, embodies this opportunity, offering sponsors a dedicated space where crowds and families gather.
—Experiential Activations – Engage competitors, owners, and spectators through VIP hospitality, curated events, and interactive brand experiences. Bonobo Winery’s exclusive tastings in the VIP Club demonstrate how brands can seamlessly integrate into the TCHS experience.
—Sustainability & Community Initiatives – Align with meaningful programs, such as our sustainability partnership with GFL Environmental and other local business showcases.

Be Part of Northern Michigan’s Biggest Sporting Event

TCHS is growing—your business can grow with it. Whether you’re exploring sponsorship, vendor spaces, or hospitality partnerships, there are valuable opportunities to connect with a loyal, engaged audience and be part of one of Northern Michigan’s biggest summer events.

Let’s connect. Reach out to discuss how TCHS can align with your goals at sponsorship@traversecityhorseshows.com.