How Pop Culture is Redefining the Equestrian Market

Polo's evolution from the elite circles of royalty to the varied arenas of contemporary culture showcases its impressive adaptability.


Since the days of empires and dynasties, polo has reigned as a sport revered by kings and aristocrats alike. Fast forward to today, and this once-exclusive sport is making its rounds in an unlikely realm. Trading royal courts and battlefields for streaming platforms and social media, polo has found a fresh, younger audience. Polo is no longer limited to the affluent, its expanding influence in pop culture is propelling it into the public. Polo is steadily making its way into the spotlight, with Netflix docuseries highlighting the sport’s drama and high-profile tournaments that also serve as brand showcases. How did a sport once played in royal courts become a cultural phenomenon embraced by millennials, luxury brands, and pop culture? Let’s explore how pop culture is reshaping polo for a new generation while keeping the prestige that made it famous.

Lights, Camera, Polo: Polo in Film and Media While Netflix’s docuseries Polo, produced by Prince Harry and Meghan Markle, may not have fully met the high expectations of a gripping sports documentary, it nonetheless played a significant role in introducing younger audiences to the intricacies of polo and sparking important cultural conversations around this sophisticated sport. Featuring insights from renowned players like Nacho Figueras and Adolfo Cambiaso, the series highlights the immense commitment and dedication required to compete at the highest levels of polo.


Expanding the narrative further, Daughters of the Polo God by Roopa Baruah shines a spotlight on female players, particularly in India, challenging the traditional view of polo as a male-dominated sport. The documentary follows these trailblazing athletes as they carve their place in a sport historically dominated by men, demonstrating that polo’s future is as vibrant and diverse as its storied past.


Beyond film and documentaries, polo has seamlessly entered mainstream pop culture through music videos and advertisements. Country music, in particular, has long embraced equine themes, often highlighting the sport’s rustic charm. Lainey Wilson’s “Wildflowers and Wild Horses” merges Western traditions with elegant equestrian imagery, reflecting polo’s unique fusion of raw athleticism and timeless sophistication. Simultaneously, luxury brands continue to leverage polo’s aspirational appeal in their marketing. For example, Volkswagen has frequently used equestrian imagery to tap into polo’s symbolism of heritage and prestige, reinforcing its status as a premier symbol of power and tradition. Whether portrayed in film or music, polo transcends the confines of sport, serving as a cultural icon—rich in history and ever-evolving.

Turfs to Trending: Polo in Fashion Pop Culture Moments For years, the lasting influence of polo motifs has shaped the fashion world, with its impact particularly prominent in recent years. In September 2024, Vogue World hosted an event that celebrated the intersection of fashion and equestrian culture, with supermodels Gigi Hadid and Kendall Jenner opening the show by riding horseback. Designers like Stella McCartney are further embracing equestrian themes in their collections, as seen in her Spring 2025 show, which reinterpreted jodhpurs and tailored jackets through sleek, contemporary designs. Additionally, McCartney’s marketing campaign for the new Ryder bag emphasised the therapeutic benefits of horses, especially through equine therapy programs. This connection between the elegance of polo and the healing power of horses reinforces the cultural significance of the sport, ensuring its lasting influence on both fashion and wellness.


Likewise, Hermès’ Menswear Fall/Winter 2025 collection featured a combination of traditional equestrian styles with a jockey-inspired flair. The collection included riding boots, harness accents, and tailored silhouettes, embodying the essence of polo while merging classic luxury with contemporary fashion trends. This blend of enduring equestrian aesthetics and modern influences highlights the significant impact polo has had on high-end fashion, demonstrating its timeless allure.


In Bollywood, polo has also left a notable mark on everyday fashion, particularly through the popular polo shirt. Actors have adopted this versatile piece, using it in both casual and semi-formal outfits. For instance, Suneil Shetty represented the U.S. POLO ASSN. Autumn/Winter 2024 campaign, where his effortlessly chic image reinforced the brand’s association with polo’s enduring appeal. Whether in international campaigns or on the streets of Mumbai, polo’s influence continues to shape global fashion, merging tradition with contemporary style in ways that resonate across different cultures.

Chukkas & Champagne: The Elite Polo Event Scene High-profile polo events have emerged as major cultural occasions, drawing in celebrities, influencers, and fashion aficionados. The Richard Mille AlUla Desert Polo 2025, set in the breathtaking landscapes of Saudi Arabia, is a prime example of this trend. Against the backdrop of the expansive desert, the event not only featured elite polo matches but also blended sport with entertainment, providing an engaging experience for attendees. This exclusive gathering has become a favored venue for luxury brands aiming to connect with a refined audience, reinforcing polo’s status as a symbol of exclusivity and high society. The captivating desert environment, along with the attendance of notable celebrities, influencers, and global figures, has turned the AlUla Desert Polo into a significant moment in pop culture.


Another notable instance is the Santa Maria Polo Club in Sotogrande, Spain, where polo has transformed into a pop culture sensation. In addition to the exciting matches, the club is famous for its exclusive after-parties, live music events, and glamorous concerts, frequently attended by A-list stars. This combination of sport, fashion, and entertainment creates an immersive atmosphere that enhances the polo experience, making it a cultural hub where luxury and lifestyle converge. These events have played a crucial role in redefining polo as a modern and inclusive sport, appealing to a younger and more diverse audience. Whether through the excitement of the game or the charm of the social scene, polo has firmly established itself as an experience that goes beyond traditional sports.


Polo’s evolution from the elite circles of royalty to the varied arenas of contemporary culture showcases its impressive adaptability. Its representation in media, impact on fashion, participation in major events, and widespread presence on social media have transformed polo for a new generation. Although it still embodies the sophistication and grace that have characterized it for ages, polo now appeals to a wider audience, highlighting the vibrant relationship between tradition and modernity in the current cultural scene.