Charlotte Dujardin has lost a partnership with one of her major sponsors after the six-time equestrian medalist was forced to pull out of the Olympics when video footage emerged of her whipping a horse'like an elephant in a circus'.
Charles Owen, which sells safety equipment for horse riders, announced the end of their relationship with the 39-year-old after the 'totally unacceptable' perceived mistreatment.
As well as dropping out of the Olympics on Tuesday,the International Federation for Equestrian Sports (FEI) provisionally suspended her for six months pending an investigation.
Dave Derby, chief executive of riding helmets manufacturer Charles Owen, said in a statement the company would not comment on the specific allegations amid the FEI investigation but added it 'considers any actual or perceived mistreatment of any horse to be totally unacceptable at any level of the sport'.
He continued: 'Charles Owen and Miss Dujardin have had a successful partnership for many years, but while we understand the sentiment of her public statement, we have decided to terminate our sponsorship agreement with Miss Dujardin with immediate effect.'
Charlotte Dujardin has lost a partnership with Charles Owen after the six-time equestrian medalist was forced to pull out of the Olympics when video footage emerged of her whipping a horse 'like an elephant in a circus'
Charles Owensells riding helmets (as seen on the medallist) and had enjoyed a 'successful partnership for many years' with the athlete
Dave Derby, chief executive Charles Owen, said the company'considers any actual or perceived mistreatment of any horse to be totally unacceptable at any level of the sport'. Ms Dujardin is seen in the shock video whipping a horse up to 24 times
The video appears to show Ms Dujardin whipping the animal on its legs up to 24 times.
Fairfax Saddles were another sponsor to pull their support of the athlete - who was in contention to be flagbearer for Great Britain at tomorrow's opening ceremony in Paris.
The company posted on Facebook: 'We are shocked and saddened by the video depicting one of the well-know users of our products, Charlotte Dujardin.
'Welfare of the house is of paramount importance at Fairfax Saddles, and we do not condone this kind of behaviour.
'As a result, we are withdrawing our association with her with immediate effect, but will manage the wind-down of our technical support in a way that does not prejudice the interests of the horses, which are our primary concern.'
In a statement after the video first emerged, the triple gold medallist said: 'A video has emerged from four years ago which shows me making an error of judgement during a coaching session.
'Understandably, the International Federation for Equestrian Sports (FEI) is investigating and I have made the decision to withdraw from all competition – including the Paris Olympics – while this process takes place.'
In a statement after the video first emerged, the triple gold medallist described her actions in the video filmed four years ago as 'an error of judgement during a coaching session'
Seen: the athlete's statement in full
Ms Dujardin has also seen a brand deal end with Fairfax Saddles, association withhorse welfare charity Brooke dropped and funding pulled by UK Sport
She went on to say: 'I am sincerely sorry for my actions and devastated that I have let everyone down, including Team GB, fans and sponsors.'
'I will cooperate fully with the FEI, British Equestrian Federation and British Dressage during their investigations, and will not be commenting further until the process is complete.'
The FEI's president, Ingmar De Vos, went on to say: 'We are deeply disappointed with this case, especially as we approach the Olympic Games in Paris 2024.
'However, it is our responsibility and crucial that we address any instances of abuse, as equine welfare cannot be compromised.
'Charlotte has expressed genuine remorse for her actions, and we recognise and appreciate her willingness to take responsibility.
'Despite the unfortunate timing, we believe this action reaffirms the FEI's commitment to welfare as the guardians of our equine partners and the integrity of our sport.'
The timing of the leak, given Dujardin was due to compete shortly, is not thought to be a coincidence.
It was sent to the FEI by Dutch equine lawyer Stephan Wensing on behalf of an anonymous client. Wensing said it showed Dujardin treating the horse 'like an elephant in the circus'.
Dujardin decided to pull out of all competition despite being in contention to be Team GB's flagbearer at tomorrow's Olympic opening ceremony
The International Federation for Equestrian Sports (FEI) provisionally suspended her for six months pending an investigation
The FEI's president, Ingmar De Vos, went on to say: 'We are deeply disappointed with this case, especially as we approach the Olympic Games in Paris 2024'
Dujardin, viewed as one of GB's greatest female Olympians, had returned to competition after giving birth to her first child in March 2023 and is said to be 'devastated'.
In the wake of the shock video, she has also been stripped of funding by UK Sportand dropped by horse welfare charity Brooke.
A statement from Brooke on social mead read: 'Our whole ethos is around kindness and compassion to horses and to see the opposite of this from someone with such a high profile is beyond disappointing.
'There can never be any justification for the mistreatment of animals and clearly any such behaviour is incompatible with representing Brooke.'
