Polo, parties & prestige
With polo by the sea, world-class entertainment, and unforgettable hospitality,
Sand Polo is the jewel of the summer calendar
Ahead of this summer’s Oasis reunion and a host of international staNow in its 18th year, Sand Polo at Sandbanks has become one of the most anticipated events on the summer social calendar—combining world-class sport, live music, and luxury hospitality in a truly unique beachside setting. Ahead of this year’s event on 11th and 12th July, we caught up with founder and organiser Johnny Wheeler to talk polo, parties, and what makes this seaside spectacle such an unmissable experience.
Johnny, this year marks another exciting edition of Sand Polo on 11th and 12th July in Sandbanks. What can attendees expect from the polo matches on Friday and Saturday?
This year, we’ve got a few surprises up our sleeves, but we’ll aim to deliver a successful experience just as we do every year. The polo matches always feature some of the world’s best players, competing in a stunning beachside setting. Expect fast-paced action, high-skill polo, and an electric atmosphere. Whether you’re a polo enthusiast or a first-timer, it’s going to be a spectacular two days. The stunt riding is also a firm favourite. And of course, the backdrop of Sandbanks provides a truly unique setting that you won’t find at any other polo event.
Alongside the thrilling polo action, “Boogie on the Beach” will bring live music and entertainment each evening. Can you tell us more about the line-up and what guests can look forward to?
Absolutely! Friday evening’s ‘Boogie on the Beach’ party, following the polo, is always a highlight. It’s now a nationally acclaimed Soul, Motown, and Disco beach party, which this year welcomes Heatwave, Jazzie B (Soul II Soul), Damage, Wonderband, and many more! On Saturday, Ladies’ Day at Sand Polo ends with a genre-defying and decade-hopping night of entertainment, starring DJ Gok Wan alongside Rick Parfitt Jr’s Band, plus a host of other acts! By the way, the evening parties are included in the ticket price!
Over the past 18 years, Sand Polo has grown into a world-class event. What’s been the biggest factor in its success?
I think the key has been a combination of location, passion, and consistency. Sandbanks is one of the most beautiful places in the UK, and its unique beach setting makes Sand Polo an event like no other. We’ve also worked tirelessly to build relationships with top players, sponsors, and local businesses, which has helped solidify the event’s reputation. But most importantly, it’s the people—our team, our partners, and the attendees—all of whom contribute to making Sand Polo something truly special year after year.
Polo isn’t the most mainstream sport in the UK—what has been the key to making it so popular and accessible at Sandbanks?
Making polo more accessible has been a big part of our vision. By holding the event on the beach, we’ve made it much more approachable for people who might not typically be exposed to the sport. It’s also a social event, not just a sporting competition. We’ve created an environment where people can enjoy the sport up close while also taking in the glamour and exclusivity of the event. It’s all about creating a memorable experience that blends both sport and lifestyle.
Aside from the sport and live music, what other hospitality and VIP experiences are available for guests this year?
We have a range of experiences to cater to different tastes. Our hospitality guests can enjoy a wonderful champagne reception, an ‘Endless Lunch’, and afternoon tea overlooking the arena. There’s also the VIP lounge, where guests can relax in style at tables or mingle with the players and celebrity guests. We’ve worked hard to ensure that every aspect of the event feels special—from the food to the service and entertainment—so our guests leave with lasting memories.
Before launching Sand Polo, what was your background? Did you always envision yourself running an event of this scale?
I come from a farming and military background, but I’ve always had a passion for sport. For my sins, I’ve also always got a thrill out of organising events. My great-grandfather used to visit Sandbanks from the Midlands and had property interests in the area, so when I visited and saw that a good chunk of the wonderful Sandbanks beach was above the high-water mark, I immediately thought about playing polo on it. I knew there was potential to create something truly unique. It’s been a fun journey. I’ve made lots of friends, faced unforeseen challenges, and built a great team around me. We aim to exceed people’s expectations of an event experience. If I ever feel we’ve failed to do that, it’ll be time to pack up—but until then, we love our annual beach extravaganza.
Reflecting on the past 18 years, what has been your proudest moment in building Sand Polo into the world’s biggest beach polo competition?
There have been so many highlights, but one of my proudest moments was when we officially reached the milestone of becoming the world’s biggest beach polo event. Seeing it grow from a local gathering to an international spectacle has been incredibly rewarding. But it’s the moments when I see people enjoying themselves—whether they’re watching the polo or dancing at Boogie on the Beach—that make all the hard work worth it.
Where do you see Sand Polo in the next 5–10 years? Are there any exciting plans for expansion or new elements you’d love to introduce?
We’re always thinking about how we can innovate and improve. Growing the event in size isn’t my aim. It remains a boutique event where people feel part of it and valued. They arrive with a few friends and leave with hundreds. No matter where we go, our core values of creating a spectacular, inclusive, and unforgettable event will always remain at the heart of Sand Polo at Sandbanks.
BOOK YOUR TICKET
With world-class polo, iconic beach parties, and unforgettable hospitality, Sand Polo at Sandbanks promises an experience like no other. Whether you’re coming for the sport, the social scene, or simply to soak up the summer vibes, this year’s event is set to be the best yet. Tickets are already in high demand, so don’t miss your chance to be part of the action—visit www.sandpolo.com to secure yours today.
SPONSORSHIP & BUSINESS OPPORTUNITIES
Sand Polo attracts a high-profile audience, from sports enthusiasts to luxury lifestyle brands. What kinds of sponsorship opportunities are available for businesses looking to get involved?
We offer a range of sponsorship packages that cater to businesses of all sizes—from headline sponsors to smaller, targeted partnerships. Brands can get involved in a variety of ways, whether through on-site activations, branded experiences, or digital promotions. For luxury brands, we offer exclusive experiences and visibility across multiple platforms. It’s all about creating bespoke partnerships that align with a brand’s values and target audience.
For brands looking for exposure, how does partnering with Sand Polo compare to more traditional forms of advertising?
Sand Polo offers a unique opportunity to reach a diverse and engaged audience in a setting that’s hard to replicate. Traditional advertising can feel impersonal or fleeting, but with Sand Polo, brands can create memorable, experiential connections with guests.
Have you seen any particularly successful sponsorship collaborations in previous years, and what made them stand out?
Yes, we’ve had some fantastic partnerships over the years. This year, our main sponsors at the time of writing include Mirabeau, who will be bringing a taste of Provence to proceedings with their rosé and the ‘Mirabeau Endless Lunch’. We also have Pommery adding some sparkle to the event with their renowned champagne and Louis Pommery English sparkling wine. Mercedes-Benz is our car sponsor and will be demonstrating the capability of one of their 4×4 models in a beach race against the fastest polo player!
For a local business or an up-and-coming brand, what’s the best way to get involved and benefit from the event’s reach?
Local businesses or emerging brands can still benefit immensely from getting involved with Sand Polo. By aligning with an event that draws such a high-profile crowd, smaller brands can really punch above their weight in terms of visibility. It’s all about creating experiences that resonate.
For those interested in sponsorship or business opportunities, now is the perfect time to get involved—contact www.sandpolo.com/sponsorship to find out more.
