Premier Jumping League is entering the equestrian sports market as a new show-jumping competition launched in 2026. The project introduced an identity that sets the league’s visual image and its positioning in the sports industry. The league launched in 2026 with backing from McCourt Global. The format includes 16 teams and 14 venues across Europe, North America, and the Middle East. The announced prize fund is $300 million. The project is built for strong athletes, team competition, and viewers beyond the usual show jumping audience.
NOT Wieden+Kennedy developed the PJL identity. The agency needed to remove the sense of a closed elite club and refocus on the sport, where rider and horse work as a pair. In the past, the image of show jumping was often dominated by sponsors, status, and ceremony. The jump itself, the risk, the physical load, and the precision moved into the background. The new PJL mark shifts the focus to the arena, the barrier, and the flight over the rail.
The logo is built on the letters “P,” “J,” and “L.” They are brought together into a compact sports mark. The monogram suggests the phase of a jump when the horse tucks its hooves and carries the rider over the obstacle. Instead of showing a direct silhouette of a jumping horse, the logo conveys bodily tension, jumping power, and concentration before the barrier. Through its angles, slant, and dense form, the logo looks tough and athletic.
For PJL, the logo helps explain the brand’s main idea. Show jumping is presented as a sport for two athletes, in which the outcome depends equally on the rider and the horse. The emblem moves the league away from the ceremonial aesthetics of the equestrian world. Height, speed, weight, gravity, and the pair’s precise work in the arena remain in focus. For viewers, the mark makes the discipline feel closer. For partners, it shows the project’s scale. For participants, it sets a high standard.
In its work on the brand, NOT Wieden+Kennedy collaborated with Studio Drama. The studio developed a typeface for PJL. The headlines use a slant and unusual stroke endings. They echo the logo’s form and support a sense of jump, strength, and tension.
The new Premier Jumping League identity presents the league as a major international sports project. The logo connects the name, the competition, and the brand idea into a single symbol.