Celar Marketing Lab | Cases | Social Media Marketing
MZ Sport Horses

Social Media Marketing for professional equestrian team in Belgium
MZ Sport Horses is a professional show jumping team based in Belgium, operating at the highest international level.

The team is led by Olympic and Grand Prix riders and combines three core directions:

  • Elite show jumping sport
  • Professional horse breeding
  • Training and coaching of horses and riders
Despite their strong sporting reputation, MZ Sport Horses required a clear digital identity that could visually and strategically reflect their level of expertise, results, and professionalism across social media platforms.

Celar Marketing Lab was engaged to develop a complete strategic and visual foundation for their social media presence.
Project Goals
  • Strategic Positioning in Elite Sport
    • Translate Olympic-level expertise into a coherent digital narrative
    • Position MZ Sport Horses as a high-performance sport and breeding brand
    • Balance sporting results with long-term brand value
    The goal was not mass engagement, but credibility, prestige, and trust within the professional equestrian world.
  • Visual Identity & Design Concept
    • Develop a strong, recognizable visual style suitable for elite sport
    • Maintain a premium, restrained aesthetic aligned with top-level show jumping
    • Ensure consistency across all social media touchpoints
    The visual concept was designed to communicate:
    • Precision
    • Discipline
    • Athletic excellence
    • Respect for the horse
  • Content Strategy & Planning
    We developed a structured content system reflecting all facets of the brand:
    • Competition and performance content
    • Training processes and behind-the-scenes work
    • Horse development and breeding philosophy
    • Coaching expertise and rider–horse partnership
    • The content plan was built to support long-term storytelling, not short-term trends.
Our Approach: Sport, Structure & Storytelling

Celar Marketing Lab approached this project with a deep understanding of high-performance sport communication.

Our process included:
  • Strategic analysis of the equestrian and show jumping media landscape
  • Definition of key brand pillars
  • Development of content formats and posting logic
  • Creation of a filming plan adapted to stable life, training schedules, and competitions
  • All content decisions respected the rhythm of professional sport and the welfare of the horses.
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