Rothmans can be credited with helping show jumping evolve into the sport we know today. Rothmans single-handedly raised the profile and credibility of the sport, particularly in the 1970’s. Under the direction of John Devlin, Rothmans successfully marketed show jumping to the general population, making it both popular and spectator-friendly.

In an effort to increase exposure, Rothmans negotiated the first television contract for show jumping in Canada. The result was a large following of viewers who tuned in to see Canada’s best competing in Rothmans-sponsored events held in such venues as Varsity Stadium and Exhibition Stadium in downtown Toronto, as well as Elderberry Hill Farm and Calgary’s famed Spruce Meadows. Rothmans goal was to create an Olympic stadium atmosphere, and they certainly succeeded.

In addition to their savvy sponsorship and marketing plans, Rothmans was also adept at media relations. Through various endeavours, including holding media conferences and producing the annual Rothmans Press Book which contained biographies for all Canadian Equestrian Team athletes, Rothmans made equestrian sport appealing and accessible to the mainstream media. This, in turn, assured that show jumping was covered in the press.

The contributions Rothmans made to the sport extends far beyond its sponsorship and the prize money offered in its grand prix competitions. The Rothmans Special Events Caravan was an anchor at numerous horse shows, hosting the show office as well as the announcing facilities. Rothmans vision helped shape the future of our sport, and its innovations created the blueprint which many successful show organizers use today.

Presented in memory of Alfred S. Rogers