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London’s ultimate summer polo party
4-6 June 2027 | Hurlingham Park
Polo, DJs, food, fashion & hospitality
⬇️Tickets & hospitality

$🇬🇧The HPA previously relied on external consultants to reverse a declining fan base. For years, the sport remained disconnected from younger generations—until unexpected tailwinds arrived via Disney+’s adaptation of Jilly Cooper’s Rivals. Universally acclaimed as the best thing to happen to the game, the series sent popularity soaring. Today, match attendance has doubled, and 35% of HPA players are under 30. What draws an inherently unpretentious demographic to the "sport of kings"? Gen Z are drawn to extreme sports and young spectators have discovered they can watch top players for a fraction of the expected cost. Ham Polo Club experienced a sudden surge in digital engagement, prompting the addition of Friday parties to its schedule. Nightclub-style after-parties have become a major draw across the circuit. Cowdray Park Polo Club now boasts a 65% youth turnout at its evening events, proving that digital conversion translates into real-world footfall. At the core of this shift is INVADES, which commands over half a million followers. Their model is straightforward: transforming fixtures into immersive, festival-style experiences anchored by DJs. Starting with three universities, the agency now collaborates with student unions, societies and sports clubs across nearly 100 institutions. Horse racing was the company's original engine. Through its "Races Day Parties", INVADES mobilises over 130,000 young people annually. This involves chartering transport from university campuses and securing exclusive enclosures at British racecourses—including Ascot, Cheltenham, Newmarket, York, Goodwood, Musselburgh, and Hamilton Park—alongside Melbourne, Perth and Auckland. That same festival-led formula was transposed to polo. At Chestertons Polo in the Park in London, the agency attracted 2,000 young spectators this year, with over 70% attending for the first time. INVADES has solved a tangible problem: the equestrian industry needs youth engagement, as legacy marketing strategies no longer work. By helping clubs and racecourses monetise excess capacity and capture valuable audience data, the agency is injecting vitality and profitability into an ageing spectator base.$

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Chestertons Polo In The Park

@polointhepark