Overview The Midwest Horse Fair is the largest 3-day horse fair in the United States, owned by the nonprofit Wisconsin Horse Council and held annually each April at the Alliant Energy Center in Madison, Wisconsin since 1979. On site Attendees meet 800-plus horses across two pavilions, browse more than 400 vendors, and attend over 300 clinics, lectures and performances covering every breed and riding discipline. Friday and Saturday evening shows (7,600 seats, sold out both nights) headline entertainment like the PRCA Rodeo, a $40,000 Grand Prix Jumping competition and the Mustang Challenge. Audience The fair draws horse owners, riders and enthusiasts from across the Upper Midwest, spanning every breed and riding discipline. Track record The fair draws 60,000 attendees over three days and generates an estimated $15 million in economic impact for the Madison area. Its website drew 125,000 users and 585,000 views over the past year. Brand presence Sponsorship packages start at $4,000-$6,000 and include booth space, program advertising, website and social promotion, and arena or event title-sponsor placements, customizable to budget.