I don't know much about the sport but I do look forward to watching Olympic coverage of it. It was especially great to see Canadians Eric Lamaze win gold in individual and the 60-something Ian Miller winning silver after being in his 9th Olympics. He's planning on competing in 2012 as well!
The Masters tournament at Spruce Meadows here in Canada is shown on our national public tv broadcaster(CBC), so it's good that people can get an interest in the sport easier. Apparently the tournament has been dropped down to no. 2 in prize money after that tourney in Dubai now.