Charles Owen and LeMieux end sponsorship of Charlotte Dujardin after whipping video
Footage of the actions that led to Charlotte Dujardin's withdrawal from the Paris Olympics was exclusively obtained with ITV's Good Morning Britain, as ITV News' West of England reporter Sangita Lal reports
A major equestrian brand has ended its sponsorship deal with Charlotte Dujardin after a video emerged of her repeatedly whipping a horse during a training session.
Dujardin, a three-time Olympic dressage champion, was provisionally suspended by the equestrian's governing body, the Federation for Equestrian Sports (FEI), and will not be competing at the 2024 Olympics.
Charles Owen, a brand which sells safety equipment for riders, has announced it will be terminating its sponsorship deal with her management team.
In a statement the company's chief executive Dave Derby said the firm would not be commenting on the specifics as an investigation is underway, but that it considers any "actual or perceived mistreatment; of any horse to be 'totally unacceptable".
The brand has worked in partnership with Miss Dujardin for a number of years.
Dave Derby said: "Following the allegations which led to Charlotte Dujardin withdrawing from the Olympic Games in Paris, and the subsequent release of the video referenced in those allegations, Charles Owen has been in discussions with Miss Dujardin’s management team.
"We will not be commenting on the specific allegations as there is an ongoing FEI investigation into the matter.
"However, as a globally respected brand known for our work in improving rider safety and promoting horse welfare, Charles Owen considers any actual or perceived mistreatment of any horse to be totally unacceptable at any level of the sport.
"Charles Owen and Miss Dujardin have had a successful partnership for many years, but while we understand the sentiment of her public statement, we have decided to terminate our sponsorship agreement with Miss Dujardin with immediate effect."
Other major brands which have announced they are terminating their sponsorship deal with Miss Dujardin include riding wear brand LeMieux and horse insurance specialist KBIS Britsh Equestrian Insurance.
In a post on Instagram, a spokesperson for LeMieux said it had taken the decision as "the recently released video of Charlotte Dujardin features conduct that does not adhere to this code or our values."
"As a brand, LeMieux is rooted in a love of horses. All riders supported by LeMieux agree to a code of conduct for animal welfare which aligns with our values, and this is unconditional.
"Whilst we respect Charlotte’s decision to take responsibility for this incident and withdraw from the Paris Olympics, LeMieux has taken the decision to end our sponsorship."
KBIS British Equestrian Insurance also said it "will no longer be working with Charlotte Dujardin" in a post on Instagram.
A spokesperson for the horse insurance company said: "Equine welfare is at the heart of what we do at KBIS. After all, the reason many owners take out insurance for their horses is to put themselves in a position to provide the very best care possible and we take great pride in our part in this.
"We cannot and will not condone behaviour that goes against this."
Horsebox manufacturer Bloomfields Horseboxes said it was "shocked and saddened" by the video which has emerged of Miss Dujardin, and has made the decision to suspend its brand association with her.
In a statement, the company said the media revelations regarding Miss Dujardin "have been difficult to process, both as a business and a family."
It added: "Our company has become the brand it is today based on our inherent desire to create the safest and most comfortable horseboxes on the market.
"The welfare and safety of both horse and human have always been at the forefront of our business and products for almost two decades.
"We await the outcome of the FEI investigation and will not be commenting further at this moment."
Commenting after the video of the training session emerged, Charlotte Dujardin said she was "sincerely sorry".
She said in a statement: "A video has emerged from four years ago which shows me making an error of judgement during a coaching session.
"Understandably, the International Federation for Equestrian Sports is investigating and I have made the decision to withdraw from all competition - including the Paris Olympics - while this process takes place.
"What happened was completely out of character and does not reflect how I train my horses or coach my pupils, however there is no excuse. I am deeply ashamed and should have set a better example in that moment.
Dujardin added she will "cooperate fully" with all ongoing investigations into the incident "until the process is complete".