About a month ago, Al Shira’aa Stables announced a sponsorship deal with the Falsterbo Horse Show, expanding its equestrian support initiatives. However, following criticism of "sportswashing," the partnership has now been terminated. The Swedish mainstream media was particularly critical of the collaboration.
Falsterbo Horse Show and Al Shira’aa Stables have mutually decided to end the agreement. Originally, the partnership was intended as a long-term sponsorship, with Al Shira’aa Stables becoming the title sponsor of the prestigious Swedish event.
“This contract was established with great enthusiasm and high hopes for the sport,” said a representative of Al Shira’aa Stables, owned by H.H. Sheikha Fatima. “Our goal is to support equestrian sports, just as we do in Hickstead and Hamburg. The threats directed at us are completely unacceptable,” added Jana Wannius.
Falsterbo Horse Show also issued a statement: “Our shared ambition was to enhance the competition in an internationally competitive environment while investing in facilities for the benefit of horses, riders, exhibitors, and spectators. It is crucial to preserve the unique character of Falsterbo, which makes it a beloved meeting place for both the public and active participants.”
