T
he Hampton Classic, an equestrian show that has become a premier event on the American circuit, is also a major draw for luxury real estate advertisers. On the Sunday before Labor Day, the monied set descended upon the grassy grounds of the show, with billionaire heiresses and socialites in attendance. The spectators, dressed to impress, sipped rosé and watched as riders leapt over jumps fashioned after designer logos.

    Real estate brokerages have a long history at the Classic, dating back to the 1970s when it was a small-time equestrian charity event. Today, firms like Douglas Elliman, Compass, Sotheby's International Realty, and Corcoran spend thousands of dollars on sponsorships and fête their agents and executives. The Classic is now one of the foremost competitions on the American circuit, and real estate makes up between 10 and 15 percent of sponsorship revenue.

    Douglas Elliman CEO Scott Durkin says that sponsoring the Classic is crucial to his firm's sales strategy, as it allows them to connect with wealthy clients who own equestrian estates. The brokerage has maintained a table at the Classic for over 20 years and has seen significant returns on their investment. However, not all brokerages are willing or able to spend the money, and some have opted out of the show in recent years.

    The Hampton Classic is also a marker of the changing brokerage landscape in the Hamptons, with local shops largely disappearing from under its shade as bigger firms moved into the area. The event has become a hub for luxury marketing, with brokerages using it to connect with high-end clients and promote their properties.

    Despite the challenges facing the real estate industry, including national association lawsuits and economic uncertainty, the luxury sector is showing resilience. In the first half of the year, 130 homes sold for $10 million or more in New York City, where most Classic attendees are based. Brokerages are not looking to pull back on marketing to these high-end clients, and the Hampton Classic remains a key event in their calendars.

    As one executive noted, "They have to come back because they have a lot of people who are sort of expecting them to invite them to attend the show." The Classic's tradition and prestige continue to draw brokerages and their clients, making it an essential part of the Hamptons' social calendar.