Recognizing Diamond Sponsor, Ariat
We spoke with Susan Alcala, Vice President, Partnership Marketing at Ariat International, about how the company first got involved at the Capital Challenge Horse Show, sponsoring the Ariat National Adult Medal Final which has year-long qualifying classes, and why Ariat is such a vital part of the event’s success.
Why did Ariat become an early sponsor at Capital Challenge?
Ariat became an early sponsor at Capital Challenge because we saw an opportunity to support a passionate and often under-recognized group within the equestrian world: adult amateur riders. As a young company in the early 1990s, we were committed to building meaningful relationships within the riding community. When the Capital Challenge team approached us in 1995 with the idea of creating a dedicated equitation final for adult amateurs, we were immediately on board. The result was the Ariat National Adult Medal (ANAM) Final — an event created to give adult amateurs the spotlight they deserve and to celebrate their dedication to the sport.
An early winner of the Ariat National Adult Medal Final was Olivia Martin in 2002. Photo courtesy of CCHS.
Why has Ariat continued to sponsor at Capital Challenge?
We’ve continued to sponsor ANAM at Capital Challenge because the event remains one of the few that truly honors the skill, commitment, and sportsmanship of adult amateur riders. ANAM has become a standout moment on the calendar — prestigious, competitive, and deeply meaningful to those who compete. For us, it's about continuing to support a community that embodies the values of perseverance, passion, and excellence. Our long-standing partnership reflects our belief in giving adult riders a national platform where their achievements can be recognized and celebrated.
Annie Finch and WC Swing captured the year-end Final win in 2012. Photo by Jump Media
What does Ariat find most rewarding about sponsoring the National Adult Medal Final?
What’s most rewarding is seeing adult riders — many of whom balance careers, families, and busy lives — achieve their goals in the ring. Their dedication to the sport mirrors the values we hold as a company: resilience, passion, and authenticity. Sponsoring the Ariat National Adult Medal Final allows us to honor those riders in a way that feels truly meaningful. It’s not just about competition; it’s about recognizing the spirit of the adult amateur community and celebrating everything they bring to the sport.