The Premier Jumping League (PJL), the new global showjumping competition due to launch next year, has appointed Aurora Media Worldwide as its host broadcast production partner ahead of its inaugural 2027 season.
Under a three-year agreement, Aurora will lead the production of the PJL's international host broadcast feed, highlights programming, and behind-the-scenes coverage across all nine events on the league's global calendar, which spans North America, Europe, and the Middle East.
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The PJL will be free-to-view as part of the league’s strategy to provide “ease of access” during its inaugural season as it seeks to build a “more globally diverse fanbase.”
Nikolaus von Doetinchem, chief commercial officer at the PJL, said: “At the heart of every successful modern sports league is a world-class media product. How a sport is packaged and distributed is fundamental to its ability to engage audiences and achieve sustainable growth.
“Aurora has a proven track record of delivering broadcast production at the highest level, including its work with innovative sporting properties such as Formula E. Their experience in bringing emerging sports formats to global audiences aligns perfectly with the PJL’s ambition to modernise how showjumping is presented and experienced.
“This partnership represents an important step in our commitment to transforming the sport’s broadcast proposition, showcasing its extraordinary athleticism, sporting jeopardy and the emotional connection between horse and rider to a new generation of fans.”
Starting in April 2027, the PJL will feature 16 teams competing across 14 international venues, with the competition aiming to create a sustainable economic model via a centralized sponsorship and broadcasting model. The events will involve top riders, including world number one Scott Brash.
The PJL issued a tender for a host broadcast partner in May, two months after the league announced it would launch with a guaranteed prize pot of $300 million.
The league is backed by McCourt Global, the investment firm of American billionaire and prolific sports team owner Frank McCourt, who previously held a 50% stake in the premium show jumping series, the Global Champions Tour, and founded the show jumping team, the Miami Celtics.
McCourt, who is named as founder and chairman of PJL, currently owns French soccer club Olympique de Marseille, but previously owned baseball’s iconic Los Angeles Dodgers.
To help attract new audiences, the league has partnered with production company Box to Box Films, the producers of the popular Formula 1 motor racing series 'Drive to Survive'.
The $300 million on offer across the 14 events is one of the biggest investments in an equestrian competition.
By comparison, show jumping’s top-tier Global Tour distributed €22 million across its final flagship events last year, the Global Champions Tour and Global Champions League finals in Riyadh, as well as the Global Champions Prague Playoffs.
Specifically, €10.5 million was distributed across the 2025 LGCT and GCL Season Championships in Riyadh, which featured the world’s best athletes, while the GC Prague Playoffs saw a prize fund of more than €11.4 million split between the GCL Super Cup (€10 million) and GC Tour Super Grand Prix (€1.25 million).
Lawrence Duffy, founder and chief executive of Aurora, added: “The PJL is exactly the kind of ambitious global sports property we love working with. There is a huge opportunity to bring the spectacle, athleticism, and drama of elite showjumping to a much wider audience.
“We're excited to work with the PJL team to create a distinctive broadcast product that combines world-class live production, innovative technology, and compelling storytelling.
“Our ambition is not just to showcase the competition, but to help build the sport, bring fans closer to the riders and horses, and create a modern viewing experience across broadcast and digital platforms.”
