Annual Report 2022
The successful growth of the FEI on digital channels has led to more than 3 million fans across all FEI digital channels in 2022. Being in a fast-evolving media market, new sales strategies focused on digital advertising and branded campaigns were implemented during the summer of 2022, with the aim of creating an innovative model to provide value to brands, as appose to the traditional sponsorship model slowly becoming outdated.
Overall Fans
Engagements
Video views
Increasement in engagement
Michael Jung during the cross-country test of the FEI Eventing World Championship 2022 in Pratoni
In 2022, we broke our personal record by reaching over 10 million views throughout the year, setting a new overall record for the FEI YouTube channel!
Most viewed video in the history of the FEI’s YouTube channel
Manon Moutinho’s Winning Round at the FEI World Championships in Herning in August 2022, with almost 8 million Views by the end of the year.
This not only makes it the most viewed video in 2022, but in the channel’s history!
The Vaulting performance of this young French lady had almost 3 million more views than the previous record holder video, namely Valegro’s farewell.
Watch Manon Moutinho’s outstanding performance here:
For the first time, India ranked among the Top 3 countries in terms of views on the FEI YouTube.
GER
USA
IND
Tik-Tok – Record numbers in no time
Closely following the trends within the digital world and aiming to adhere to the wishes of the equestrian community, the FEI launched its own official Tik-Tok channel called FEI Horse World, with sport-oriented content, in the last quarter of 2022.
…And the numbers speak for themselves as the channel gained traction in no time
FEI Horse World is the ideal complement to the already existing My Horse World Club channel, which targets the youth community of equestrian fans through lifestyle tips and influencer content.
Views
Engagements
Followers in only 3 months
Champions As One (#ChampionsAsOne)
Specially created for the FEI World Championships 2022, Champions As One celebrated all members of the equestrian community, from the grass roots all the way to World Championship level. The campaign shed a light on the importance of each individual within the equestrian community and on how we are all helping pave the way for equestrian sport to thrive and reach new heights.
We Are Now (#WeAreNow)
As an alternative to the Youth Olympic Games, initially set to be held in 2022 but postponed to 2026 due to the Covid-19 pandemic, the FEI organised the first-ever Youth Equestrian Games during the CHIO Aachen (GER).
We Are Now was a youth dedicated campaign that ran through the entire event, following the athletes, their entourage, and capturing the best moments both in and out of competition.
Longines My Dream Jump Challenge
Have you ever dreamed of designing your own jumping obstacle? Well, in 2022 Longines gave the equestrian community the opportunity to do exactly that!
My Dream Jump Challenge was a highly successful fan engagement activation challenging people to design the ultimate Longines obstacle, which would then be featured at the Longines FEI World Cup™ Finals in Omaha 2023. The winner of the challenge would also be invited to attend the Final in person and receive a prestigious Longines Master Collection timepiece.
With over 500 designs received, the judges found their winner –
Juna Keselj Djokovic from Slovenia
View the full My Dream Jump Challenge here.
A new season of RIDE
Watch all episodes of RIDE in just one click here.
With 14 Channels dedicated to bringing the best of horse sport to fans through video, images and graphics the lines of communication between the FEI and equestrian fans is wide open!
