About Kask
Since 2004, KASK has been at the forefront of developing products that seamlessly blend excellence, safety, and innovative design. Tailored to meet the specific needs of the world's best athletes, KASK Equestrian products are synonymous with performance and style. In 2023, KASK partnered with Global Equestrian Group (GEG), building on a long-standing collaboration with Helgstrand Dressage.
Sponsorship goals:
KASK aimed to expand its presence and market share in the US. As a relatively young company entering the US equestrian market, establishing brand presence and recognition among athletes was crucial.
- Increase brand awareness
- Improve helmet sales in the equestrian market
- Get new brand ambassadors to engage target audience
Brand collaboration
To meet KASK's objectives, we leveraged several strategic brand partnerships. All Helgstrand Dressage US riders were equipped with KASK's high-end helmets, and we utilized Wellington International and the Winter Equestrian Festival to enhance KASK's industry presence.
Strategy and Execution
The Winter Equestrian Festival, a key event in the equestrian calendar, spans across 12 weeks and attracts high-end sponsors, partners, and visitors. To strengthen KASK's position in the sport, we positioned them as a weekly sponsor during one of the event's weeks. This strategy included extensive branding across all communications, email newsletters, social media activations, and general promotions throughout the sponsored week.
KASK also maintained a physical sales outlet throughout the 12-week festival and engaged in multiple ongoing brand activations, including:
- Jump in rotation
- Commercial video in the Main Arena
- LED board visibility in the Main Arena
- Hospitality and networking access
- Naming rights to selected classes
Results
- Increased brand presence and recognition
- 35% US revenue increase for KASK in 2023
- Over 40,000 livestreams featuring KASK
- More than 40,000 newsletter openings with a 40% open rate
- 550,000 impressions from general communication
- 225,000 impressions via social media from 62 stories/posts
Through strategic positioning and active engagement, KASK successfully enhanced its visibility and market share in the US equestrian market.