Organisers of London International Horse Show are delighted to announce top British showjumper Matthew Sampson and Olympic dressage rider Becky Moody as official 2025 Ambassadors. The five-day Show, which takes place at London Excel from 18-22 December, is widely regarded as the UK’s premier indoor equestrian event, and features elite competition across three FEI World Cup™ disciplines – Jumping, Dressage, and Driving – alongside world-class entertainment and fan engagement experiences.
International showjumper Matthew Sampson is one of Britain’s most exciting and in-form riders. Renowned for his speed and precision, he is no stranger to the spotlight at London International Horse Show, having claimed a memorable victory in the London Grand Prix in 2022, and been crowned Leading Rider of the Show in 2023. The Sheffield-based rider has enjoyed a spectacular 2025 season of top-class performances so far, including a CSI5*-W win at Jumping Amsterdam in January, and a flawless CSI5* Grand Prix win at Spruce Meadows aboard his long-time partner, Daniel. Sampson’s summer continues apace with a well-deserved place on the British team for the 2025 FEI European Championships this month.
On his role as London International Horse Show Ambassador, Sampson said: “I’m honoured to be an Ambassador for London International Horse Show this year. Competing in front of a home crowd at one of the most iconic shows in the world is always an incredible experience. I am always proud to put on the Team GB jacket and to be selected for the European British Team this season is a big one! I am looking forward to bringing that momentum to London in December. It’s going to be a special week!”
Olympic Dressage Rider Becky Moody joins as an Ambassador for the first time in 2025. As a leading figure in British Dressage, Moody added an Olympic team medal to her list of accolades at the Paris 2024 Games, where she rode her majestic homebred gelding, Jagerbomb. Going from strength to strength on the international circuit over the last few years, the 2024 London International Horse Show saw the pair claim the opening Dressage class – the CDI-W FEI Dressage World Cup™ (Grand Prix). Moody has continued to captivate audiences with her style, consistency, and exceptional horsemanship during the 2025 season, and is a strong contender for the competition at this year’s Show.
Moody commented on the Partnership: “London International Horse Show is such a unique and atmospheric show – I’m absolutely thrilled to be named an Ambassador. To finish 2024 with a win in the Grand Prix there in the same year I won my first Olympic medal was a dream, and I can’t wait to head to London Excel with the same energy and excitement in December. There’s truly nothing like riding in front of that London crowd.”
These high-profile Ambassadors will extend the narrative of the Show beyond the arena by offering fans exclusive insights into the lives of elite riders. Through social media takeovers, behind-the-scenes content, media appearances and the popular onsite interviews on the Talk Horse Live Zone, both Sampson and Moody will showcase what it takes to prepare for and compete at one of the most prestigious events in the equestrian calendar.
Show Chairman, Simon Brooks-Ward, stated: “We are delighted to welcome Matt and Becky as Ambassadors for the 2025 London International Horse Show. They represent the very best of British equestrianism – not only with their accomplishments, but also in the passion, professionalism and charisma they bring to the sport. Our ambassadors play a vital role in connecting with fans and bringing the magic of the Show to life, and we couldn’t be more excited to have them on board.”
