How Urban Polo Mastered a New Sports Business Model

David Calvert-Jones, the one who sparked the idea.

The trend is not entirely new, yet it has evolved remarkably, overcoming initial resistance to create polo events designed for audience enjoyment well beyond the classic format. Often, traditional polo struggles to reach outside its loyal following—those who understand and consume the 'sport of kings' strictly as a sporting discipline. Nevertheless, time has shown that adapting the game to modern circumstances yields a successful business model and a highly positive public response.

While highly significant non-traditional polo tournaments exist—such as those held on the snow in Saint Moritz or the sand in Miami—these events are usually limited by the geographical barriers of their host cities. The mind capable of understanding that polo could travel the world as a franchise, regardless of the destination, belonged to Ed Olver.

This British entrepreneur created British Polo Day (BPD) in 2009. His concept was not limited to a simple match, but rather a global network of luxury events designed to promote British heritage and foster diplomatic and commercial relationships on an international scale.

British Polo Day achieved immediate success: it organised tournaments in over 16 countries, received the seal of approval from the British Royal Family, was recognised in 2015 as the UK's most innovative company, and managed to raise over US$ 3 million for charitable causes.

From Exclusivity to Accessibility

Today, BPD coordinates just a select number of annual gatherings in strategic destinations. "We simply had no more room to grow," Olver explained to the press years later, upon deciding to step aside from the company.

The concept developed by Olver and his partner, Tom Hudson, was the driving force behind a major transformation, shifting the model from an exclusive 'international members' club' to a much more accessible proposition. Within this evolving landscape, Polo in the Park, an event organiser operating in London and the Middle East, has gained substantial ground.

Unlike BPD, which maintained the strict rule of using professional-sized pitches, Chestertons Polo in the Park tailored the experience to a more intimate format. This less conservative approach has become a staple, consistently selling out its three-day spectacle at London's Hurlingham Park.

The Italian momentum

Italy has not been left behind in this trend. For several years, the initiative has been spearheaded by Adriano Motta, a lawyer with a background in strategy and management consulting, and CEO of The Chukker Company. Motta has successfully adapted the concept to iconic and idyllic locations, such as the historic Villa Borghese in Rome, the exclusive shores of Porto Cervo in the heart of the Costa Smeralda, and the Alpine landscapes of Courmayeur at the foot of Mont Blanc.

Motta’s approach relies on blending classic Italian elegance with competitive sport and the country’s scenic beauty, offering a seamless union between athletics and culture. The firm plans to expand the circuit with events that already represent a highlight in the Italian Federation of Equestrian Sports (FISE) calendar.

Beyond isolated exhibitions in alternative formats—ranging from arena polo in Miami and Australia to three-on-three urban matches across the US, Europe, and Africa—the true driving force behind this transformation is consistency. The companies highlighted in this report are not merely leading the movement; they have established a continuous expansion calendar, redefining the competitive and commercial framework of polo on a global scale.

Urban Innovation: Fertile Ground in Oceania

A new scene is emerging in Oceania, where tradition merges seamlessly with urban innovation. Originating from New Zealand and Australia, a company is gathering momentum that has not only transcended its native borders but is already managing proposals to expand its format internationally. Its ambition is clear: to follow the trail once blazed by BPD.

The agency in question is F3Polo, which focuses on producing events such as the Lexus Urban Polo. This firm designed a contemporary version of the sport—essentially more urban, faster, and highly social—that proves much more dynamic than the traditional format. Their comprehensive approach combines tournament organisation, player representation, and the creation of exclusive experiences linked to the polo lifestyle.

The Resurgence of the Crown Jewel

Recently, the company hosted the Portsea Polo, an event whose absence left a significant void in the Victorian social calendar. Six years had passed since a mallet was last swung at Point Nepean.

Considered the main attraction of the summer season on the Mornington Peninsula, this tournament was last held in early 2020, before the pandemic and various organisational shifts forced a hiatus. With its return under the stewardship of F3Polo, the event reclaims its historical prominence under fresh management.

A Change of Rules

The core of F3Polo's success lies in its administrative management and the transformation of the rulebook. The traditional four-player game is replaced by the Urban Polo format.

This version is played far more intensely on a reduced-size pitch, featuring only three players per team. The structural adaptation ensures the game is easier for the public to follow and enjoy, sustaining a high level of dynamism throughout every chukker.

The Murdoch Factor and the Calvert-Jones Legacy

Originally established by Rupert Murdoch's nephew, the tournament made its comeback this past February 2026 at a time when social polo is experiencing a remarkable revival in popularity. The Portsea Polo stands out as one of the most distinctive social and sporting events of the Australian summer, held annually in the exclusive enclave of Portsea, near Melbourne.

Following its acquisition by F3Polo, the competition was redesigned into a three-on-three format on a compact grass arena, positioning itself as one of the premier global events the company organises around the world.

The Portsea Polo was formally established in 2004 as a fundraising initiative for the Murdoch Children’s Research Institute. However, its true roots trace back to 2002, when it was founded by David Calvert-Jones.

As the nephew of Rupert Murdoch and grandson of the philanthropist Dame Elisabeth Murdoch, Calvert-Jones leveraged his family's influence to transform a modest fundraiser into a massive commercial triumph.

As a businessman based in Los Angeles (US), he belongs to one of the world's most influential media families. As a beneficiary, he ranks on lists of individuals with net worths exceeding US$ 20 million, even if his access to the collective family wealth—estimated at US$ 24 billion—is of an indirect nature.

Professionalisation and New Management

Recognised as a pivotal figure in the professionalisation of polo events in Australia, Calvert-Jones ran the Portsea Polo for nearly two decades. Although he transferred the rights to the New Zealand-based F3Polo, his influence shaped the tournament's current structure by driving the transition towards a more spectator-centric style.

This concept was upheld by the new management for the 2026 edition. Even though the tournament originated as a charity event, the new operator continues to champion this philanthropic legacy as a foundational pillar of the gathering.

Experience and Modernised Tradition

In this proposition, while sport takes centre stage, the off-field action proves equally vital.

The experience features the famous Stomping of the Divots and the Polo Dash (short footraces across the pitch for men and women). The hospitality offering is highly varied, ranging from high-end corporate marquees to areas with a more relaxed atmosphere.

For the organisers, this return seeks to restore a deeply valued tradition for the Victorian public, merging past prestige with a modern entertainment format. Matches take place on a pitch measuring approximately 140 to 170 metres long by 60 metres wide—a noticeably smaller size compared to the 274 metres by 183 metres of the traditional format.

Branding and Strategy: The New Urban Luxury

F3 has consolidated its growth through a partnership with a headline sponsor aimed directly at the premium lifestyle consumer: Lexus, the luxury vehicle division of TOYOTA. As the naming sponsor, Lexus lends the event a defined and sophisticated brand identity.

In an era where audiences no longer simply attend as spectators, the public seeks to connect and participate actively.

By integrating sport, music, fashion, and entertainment, the most successful gatherings are those that blur traditional boundaries to offer memorable experiences. In this landscape, Lexus Urban Polo serves as an industry benchmark.

An Expanding Global Tour

Lexus Urban Polo is not an isolated event, but a tournament tour conquering destinations such as Sydney, Auckland, Melbourne, Singapore, and Manhattan (US). As reported by the organisers to POLOBIZ, proposals currently being managed in the Middle East and Europe to continue bringing polo into the heart of major metropolises.

For brands, this hybrid model provides a far-reaching platform. Sponsorship is no longer a passive placement of logos; it has transformed into meaningful engagement.

Examples of this include Omnigraphics, managing the event's printing, and Centuria, which sponsors teams both locally and globally. The integration feels organic: brands are experienced through meticulously curated spaces, such as the Veuve Clicquot Champagne Terrace, where commercial presence feels natural rather than imposed.

Synergy and Sustained Visibility

Urban Polo acts as a catalyst for connections among sponsors. Shared spaces encourage relationships that frequently evolve into long-term commercial partnerships, which is why new firms—like Manuka Phuel—are constantly joining the ecosystem.

This format transforms the value of sponsorship into enduring brand equity.

Media partners such as Stuff and Mediaworks, alongside local entities like Otautahi Christchurch, activate the audience through pre-tournament promotions. Following the day's events, the impact is amplified: guests share their experiences on social media for weeks, extending the reach and generating sustained content.

Events Within the Event: Depth and Loyalty

The evolution of the format allows brands to create micro-events that deepen their role in the overall experience. Aikman’s Polo After Dark is a clear case in point: by hosting the official after-party, the brand takes ownership of a chapter of the day, connecting with guests in a more festive environment.

Even Veuve Clicquot, the iconic French house from Reims, has made a strategic pivot.

After side-lining its historic Polo Classic in the US (New Jersey and Los Angeles), it secured an agreement with F3 to recreate the Solaire VIP Terrace at Urban Polo tournaments.

This multisensory integration reinforces shared values; for Lexus, providing a seamless brand journey across every touch point builds long-term trust. The interaction remains constant: from San Pellegrino's Italian-inspired tasting cart to the distinctive touch of the Peroni Polo Lawn.

Continuity and the Future

The power of this model lies in its permanence.

Recurring partners, such as Tradestaff in construction and NPDL in global logistics, help shape the tournament's identity. As the public associates specific brands with the event's most emblematic moments, the value of the sponsorship compounds year after year.

Designed to be highly social, Urban Polo thrives on networking and real-time exchange.

The public demands energy and authenticity; in turn, brands seek relevance and a connection that outlasts the final chukker.

A New Model with a Sustainable Focus

The format is founded on group attendance, exclusive client care, and real-time interaction. At its core, the event remains faithful to the heritage of polo: elite athletes, world-class horses, and high-intensity competition. Yet, what truly defines this proposition is the ecosystem surrounding it and its sustained impact.

This hybrid model acknowledges a reality of modern audiences: with fragmented attention spans and increasingly high expectations, value is measured in moments. Much like a major international sporting event, the public seeks experiences that transcend the game itself.

Urban Polo removes perceptual barriers by bringing the sport into the city, inviting a diverse crowd to discover a discipline once considered utterly exclusive.

Green Polo: A Commitment to the Environment

In an effort to protect the environment, F3Polo has placed sustainability at the heart of its operations. The organisation set the ambitious goal of reaching net zero emissions by 2030, implementing the following tangible actions:

• Conscious gastronomy: Menus prioritise seasonal, locally sourced ingredients and feature plant-based options labelled as low-carbon.

• Waste management: 100% of organic waste and 70% of inorganic waste are recycled, successfully diverting over 78% of rubbish from traditional landfills.

• Biodiversity: In a gesture that is both symbolic and highly functional, 375 kg of manure are collected per event, a resource then used to nourish and regenerate iconic green spaces such as Hagley Park.

  
  

Equine Welfare as a Priority

The operation is underpinned by strict protocols to ensure the urban environment does not adversely affect the animals. By using non-professional pitches, technical ground inspections are carried out weeks prior to the event; if the turf does not offer adequate grip or cushioning, preventative treatments are applied to avoid injuries.

In the pony lines area, restricted rest zones are established—shielded from the noise of the DJs and the crowd—with immediate access to fresh water and shade.

Furthermore, veterinary supervision is uninterrupted, and the fast-paced, yet short-duration format of the game is specifically designed to prevent extreme exhaustion through frequent rotations.

Ultimately, Urban Polo does not represent a departure from the sport, but rather an expansion of its possibilities. By extending the lifespan of the event through strategic experiences and the backing of major brands, it offers a blueprint for the future of live entertainment: one where sponsorship endures, experiences resonate, and the final whistle is merely the beginning of the story.