Falsterbo Horse Show to Investigate Decision on Al Shira'aa Sponsorship

The storm surrounding Falsterbo Horse Show has subsided. Remaining is the competition's chairman Jana Wannius and wonders if it was the right decision to terminate the criticized sponsorship agreement with Al Shira'aa. The astonishment is still just as great when meeting the association out in the world who wonder what has happened here in Sweden, he says.

» Published: July 11 2025

Falsterbo Horse Show to Investigate Decision on Al Shira'aa Sponsorship
Photo: Ola Torkelsson / TT

Share this article

After hate and threats that the title sponsor was from the United Arab Emirates, Falsterbo Horse Show was forced to back down. Much of the criticism has revolved around the country's view of women and lack of human rights.

But whether it was the right decision is something Wannius does not want to comment on until he has evaluated the process in peace and quiet.

We must look at this in an investigation. What did we do right and what did we do wrong? And how could this happen in our country when it has not happened in any other country?

Falsterbo feeling unchanged

When Falsterbo Horse Show is organized for the first time since the storm of criticism, Wannius thinks that most things are the same. He has not been able to see any major negative impact on either the number of visitors or exhibitors. Two sponsors have jumped off, but if he himself gets to evaluate the situation, the so-called "Falsterbo feeling" is completely unchanged.

Wannius says that he respects the criticism, which culminated in March, to a hundred percent, even if he has difficulty understanding it.

It became too much and in the end, both I and Sheikha Fatima thought it was enough. You can get enough hate and threats.

"Treated differently"

Wannius does not want to comment on the threats more than that he has not reported them to the police.

Sometimes there have also been well-founded views. What I have difficulty understanding is this incredible hate. It was not that I had not done my homework. Before we signed the agreement, I talked to several other organizers. The largest in the UK has had this sponsor for seven, eight years. They also sponsor the German association's largest young horse competition.

The criticism in the form of sports washing, which Olof Lundh raised in a column in Dagens Industri, he also has difficulty understanding.

I can know roughly as much about Pakistani cricket as I think Olof Lundh can about equestrian events. It's very easy to say that someone is engaged in "sports washing", but when it comes to "business" it's a completely different thing. The sports industry is treated in a completely different way than ordinary Swedish companies that trade with these countries.

Tags

Author

TTT
By TTEnglish edition by Sweden Herald, adapted for local and international readers

More news

Alexander Isak Nears Liverpool Move as Transfer Deadline Looms
2 MIN READ

Alexander Isak Nears Liverpool Move as Transfer Deadline Looms

Sagström Shines in Boston, Holds Second Place After LPGA Second Round
1 MIN READ

Sagström Shines in Boston, Holds Second Place After LPGA Second Round

Messi Prepares for Potential Last Home Match with Argentina
2 MIN READ

Messi Prepares for Potential Last Home Match with Argentina

Djokovic Advances to US Open Fourth Round Despite Back Issues
2 MIN READ

Djokovic Advances to US Open Fourth Round Despite Back Issues

Sabalenka Defeats Fernandez in US Open Third Round Rematch
1 MIN READ

Sabalenka Defeats Fernandez in US Open Third Round Rematch

Ben Shelton Exits US Open in Tears Due to Injury
1 MIN READ

Ben Shelton Exits US Open in Tears Due to Injury

Sagström Shines in Boston, Secures Second Place After Two Rounds
1 MIN READ

Sagström Shines in Boston, Secures Second Place After Two Rounds

Brynäs Falls to Kometa Brno in CHL Opener Without Bäckström
1 MIN READ

Brynäs Falls to Kometa Brno in CHL Opener Without Bäckström

Filip Helander Joins BK Häcken on Loan for Swedish Football Return
1 MIN READ

Filip Helander Joins BK Häcken on Loan for Swedish Football Return

Alcaraz Reaches US Open Fourth Round Despite Injury Concerns
1 MIN READ

Alcaraz Reaches US Open Fourth Round Despite Injury Concerns

Tottenham Hotspur Signs Xavi Simons from RB Leipzig
1 MIN READ

Tottenham Hotspur Signs Xavi Simons from RB Leipzig

Swedish Goalkeeper Emma Holmgren Announces Pregnancy
1 MIN READ

Swedish Goalkeeper Emma Holmgren Announces Pregnancy

Sweden Suffers 5-2 Loss to Finland in Euro Hockey Tour
1 MIN READ

Sweden Suffers 5-2 Loss to Finland in Euro Hockey Tour

Sweden Wins Gold and Silver in European Orienteering Championship
1 MIN READ

Sweden Wins Gold and Silver in European Orienteering Championship

Sweden Prepares for Crucial European Championship Match Against UK
3 MIN READ

Sweden Prepares for Crucial European Championship Match Against UK

Sweden Faces Crucial EuroBasket Match Against UK After Germany Loss
2 MIN READ

Sweden Faces Crucial EuroBasket Match Against UK After Germany Loss

Hammarby Signs Young Boys Defender Noah Persson
1 MIN READ

Hammarby Signs Young Boys Defender Noah Persson

Malmö FF to Face Nottingham Forest in Europa League Group Stage
1 MIN READ

Malmö FF to Face Nottingham Forest in Europa League Group Stage

Chris Froome Recovering After Successful Surgery Following Crash
1 MIN READ

Chris Froome Recovering After Successful Surgery Following Crash

Tilda Månsson Pursues Triathlon Excellence Over Prize Money
4 MIN READ

Tilda Månsson Pursues Triathlon Excellence Over Prize Money