Annual Report 2022

A Message from the FEI President

Longines Editorial

FEI World of Sport

FEI World of Horse

FEI Solidarity

FEI Governance Highlights

FEI Awards

FEI Education & Officials

FEI Facts and Figures

Financial Report

FEI Campaigns & Fan Engagement

Thank You

Commercial Highlights

At a glance…

  • Fan activation & dedicated Campaigns
  • Milestones for Broadcast production
  • FEI Digital review

 

Fan activation & dedicated Campaigns

A major initiative that the FEI and Top Partner Longines came up with in 2022 was the creation of the #MyDreamJumpChallenge. This exciting fan engagement activation provided all members of the equestrian community with the unique opportunity to have their original design for an obstacle built by Longines for the Final of the Longines FEI Jumping World Cup™ in Omaha (USA), to attend the Final in 2023 and win a Longines timepiece.

#TimeToBeat was another successful cross media campaign, bringing together Longines and the Organising Committees of the FEI Jumping World Cup™ Western and North American League to celebrate the human and equine athlete journey to elite level. The campaign shed a spotlight on the hard work, perseverance and level of dedication required to make it to the top of the sport.

Milestones for Broadcast production

When it comes to Broadcast production, several milestones and important innovations have been achieved in 2022. Over 250 hours of live broadcast and streaming were delivered throughout the year, in collaboration with the Host broadcasters, Longines timing and the FEI Media House. Furthermore, for the first time augmented reality TV graphics were introduced at FEI Events, featuring the Athletes’ presentation. At the FEI World Championships 2022 and the Longines FEI Jumping Nations Cup™ Final in Barcelona, grooms also featured on these graphics for the first time, highlighting their importance within the equestrian community.

New infographics for the live feed and the use of birds-eye cameras, were a few new features introduced for FEI Jumping, which enhanced the viewers experience for audiences and increased the TV appeal for the discipline. Live analytics as well as updated TV graphics were made available in FEI Dressage, which also enhanced the experience for the audiences generating more traction for the discipline.

A new media strategy was developed in 2022, in close consultation with the FEI Commercial Advisory Board, following which it was decided to in-source the distribution of future FEI events to allow more flexibility in the content production and rebuild direct relationships with key broadcasters. This new model was inaugurated at the FEI World Cup™ Finals and proved successful with placement deals with five new broadcasters covering 45 new territories. Later in the summer, the FEI World Championships 2022 gave the possibility to expand TV coverage to an additional 30 broadcasters across more than 140 countries.

FEI Digital review

In 2022 several digital campaigns were launched, generating fan engagement within the equestrian community on a high level. “ChampionsAsOne”, a campaign developed to honour all of the heroes taking part in FEI World Championships 2022 – Horses, Athletes, Grooms, Coaches, Trainers and owners generated massive traction, especially at the FEI World Championships in Herning (DEN), with 2.7 million engagements and 67 million video views, increasing the number of FEI Followers by 76K. On the FEI TikTok channel, the campaign “WeAreNow”, placed the Youth Equestrian Games at the forefront, inspiring the younger equestrian community. You can read up on all the major campaigns and highlights of 2022 in the dedicated FEI Digital Highlights section.