Lasso Partners with the Defender Kentucky Three-Day Event Presented by MARS Equestrian to Bring the Sport to Life Like Never Before

Lexington, KY – February 9, 2026

The Defender Kentucky Three-Day Event presented by MARS Equestrian, one of the most iconic and respected competitions in the equestrian world, is raising the bar once again. This year, the event announces an exciting new partnership with Lasso Media, marking a bold and progressive step forward in how elite equestrian sport is experienced, shared, and celebrated.

Through this partnership, Lasso will bring its renowned Influence Group and Catalyst Group onsite to the Defender Kentucky Three-Day Event — activating one of the largest and most diverse collectives of equine social media creators ever assembled at the competition. These creators span disciplines, backgrounds, and audiences, united by a shared passion for horses and storytelling.

The result: unprecedented access, reach, and perspective.

For fans attending in person, this partnership transforms the event into a fully immersive experience. Spectators will have the opportunity to engage with creators they follow and admire, see the competition through new creative lenses, and witness behind-the-scenes moments that reveal what truly makes the Defender Kentucky Three-Day Event so intense, emotional, and historic.

For viewers watching from home, the impact is just as powerful. Lasso's creator groups will capture the heart-pounding action, quiet preparation, and legacy moments of the event—bringing audiences closer than ever before through real-time, authentic storytelling shared across social platforms. This is not a highlight reel; it's a front-row, all-access pass into the sport of eventing.

"This partnership represents a smart and forward-thinking evolution for the sport. By inviting creators behind the scenes, the event is opening its doors to a new generation of fans while honoring the legacy that has made it one of the most respected competitions in the world." — Anne Hawkins, CEO of Lasso Media.

"This collaboration with Lasso Media reflects how we're thinking about the future of the Defender Kentucky Three-Day Event, the Cosequin Lexington CCI4*-S, and the Kentucky International CSI5*. We are deeply committed to honoring the history and prestige of these competitions while embracing new ways to invite people into the story. By working with creators who bring fresh perspectives and dynamic storytelling, we're able to broaden our reach, showcase the emotion and intensity of the sport, and connect with audiences in an authentic, accessible way." — Jen Sedlatschek, Director of Marketing & Communications, Equestrian Events, Inc.

As three-day eventing continues to grow globally, this collaboration signals a powerful shift in how equestrian events connect with modern audiences—blending tradition with innovation, heritage with digital reach.

Whether you're planning to attend in person or tune in from around the world, this year's Kentucky Three-Day Event promises something truly special. Expect deeper access, richer storytelling, and a celebration of the sport that goes far beyond the arena.

Tickets are on sale now. Come meet the creators, experience the energy, and see the Defender Kentucky Three-Day Event presented by MARS Equestrian like never before — or follow along online as the story unfolds across social media. Tickets are available at www.kentuckythreedayevent.com/tickets

About Lasso Media

Lasso Media is an equine-focused influencer marketing company connecting brands, events, and creators through strategic storytelling and high-impact content. With a network of top-tier and emerging equestrian creators, Lasso helps the industry reach wider, more engaged audiences through authentic digital experiences.

About the Defender Kentucky Three-Day Event presented by MARS Equestrian

The Defender Kentucky Three-Day Event is one of the world's premier equestrian competitions and a cornerstone of the international five-star eventing calendar. Hosted each spring in Lexington, Kentucky, the competition week includes the Kentucky International CSI5* and Lexington CCI4*-S, paired with a nationally recognized spectator experience featuring cross-country tailgating, shopping, premium hospitality, and more.

Organized by Equestrian Events, Inc. (EEI), a non-profit charitable Kentucky corporation established in 1978 to produce the World Three-Day Event Championships, the event evolved into today's annual, world-renowned Kentucky Three-Day Event. In addition to producing the Defender Kentucky Three-Day Event, the Kentucky International CSI5*, and the Lexington CCI4*-S, EEI will host the United States Eventing Association (USEA) American Eventing Championships from 2026–2028 and has donated more than $1.1 million to charitable organizations over the past 20 years.