Commercial Highlights

At a glance…

• FEI Mascot Champony
• Creation of FEI Media House
• Partnership with Sunset+Vine + CBS Sports
• Youth – MyHorseWorldClub
• FEI Jumping Quiz
• eGaming & eSport

FEI Media House

FEI Media House, powered by ClipMyHorse, was created in 2021, to provide production services for the FEI and its rights holders, including the successful delivery of a dedicated FEI Studio during the FEI European Championships in Riesenbeck and Hagen (GER) in 2021, and the Longines FEI Jumping Nations Cup™ Final in Barcelona (ESP).

Sunset+Vine & CBS Sports

With Sunset+Vine delivering the Host Broadcast services for the Longines FEI Jumping World Cup™ – North American League in 2021, it was the first time that the Host Broadcast for a Series was centrally managed by the FEI, which ensured consistency and a harmonised delivery of the content production. Sunset+Vine now produces the FEI Originals documentary series RIDE, launched in 2021, with the aim of increasing the exposure and growth of equestrian.

The year 2021 also marked the start of a new partnership with CBS Sports, which broadcast the first qualifier of the Longines FEI Jumping World Cup™ – North American League 2021/2022. The aim is for CBS Sports to become the ‘Home of Equestrian Sports’ in the USA.

Tokyo 2020 Olympic Games and Paralympic Games

The Olympic Games were a unique opportunity not only to engage equestrian fans, but also to access a world-wide audience not usually exposed to equestrian sport. The FEI created a global digital-led campaign called #WeDontPlay, demonstrating the incredible multifaceted strengths of equestrian’s three Olympic disciplines.

For the Paralympic Games, the FEI embraced the International Paralympic Committee’s global campaign called – #WeThe15 – which promoted the unique performances of Para Athletes in Tokyo across the FEI digital channels.

The #WeDontPlay resulted in over 555 million impressions, over 56 million video views, close to 10 million engagements and one million website users.

FEI Jumping Quiz

The FEI Jumping Quiz was launched in 2021, covering all major FEI Jumping competitions until 31 October 2021. It was composed of 22 weekly quizzes to be answered against the clock and the best players rewarded with prizes from the FEI and its partners, Horse Pilot and Longines.

Laid out in a fun and entertaining manner, the quiz delivered excellent fan engagement results, and was shortlisted for the ‘Best Fan Engagement during Covid-19’ Award by SportsBusiness.

eGame and eSport

Developed by GoGallop Studios, a leading publisher in the mobile game world, the FEI Equestriad™ World Tour simulates an Eventing competition where horse and athlete combinations compete across the three tests of Dressage, Cross Country and Jumping.

In it, players can pick their horse with certain features and then go onto test their skills in the virtual series in both the Longines FEI eJumping and eDressage World Tour taking place in Shanghai and Sydney with upcoming locations that will include Paris and New York.

Youth – MyHorseWorldClub

FEI’s TikTok account @myhorseworldclub experienced incredible growth in 2021. The short-form videos produced in collaboration with Equestrian influencers surpassed 5.9 million video likes, with one video alone bringing in over 40 million views. With more than 315,000 subscribers, the format put in place on this social media platform successfully bringing our sport closer to the younger generation.

Champony

In an initiative to further engage with the youth market and provide an additional brand asset for FEI Partners, the gender neutral FEI mascot Champony was revealed during the Longines FEI Jumping Nations Cup™ Final 2021 in Barcelona. Champony was created to reflect the values at the heart of the FEI and is cute, confident, friendly and inclusive. In future, Champony will be present at major FEI Events across all disciplines.

Find out everything about the different FEI Digital campaigns and activations 2021 in the dedicated FEI… More Than Sport section.