With over four million fans across all FEI digital channels in 2023, the ongoing and successful growth of the FEI equestrian fanbase is undeniable. This year again, new sales strategies were developed and engaging campaigns implemented to bring the sport closer to the fans. The FEI even launched its own FEI Fan Shop!
Whether it be YouTube content, challenges or new campaigns, the bar was once again set high in 2023, as you will discover in this section.
Overall Fans
Hours watch time on YouTube
Engagements
Great Britain (4.4m)
USA (5.3m)
GER (3.1m)
Engagement rate on all seven Instagram accounts
Fans across 10 FEI Facebook pages
Video views on Tiktok
Video views on Douyin
Video views on Red
Views on Weibo
Views on WeChat
Video views on WeChat Channel
Launch of the FEI Fan Shop
In March 2023, the FEI launched its brand-new FEI Fan Shop, an online emporium featuring products inspired by the FEI, made up of a broad range of items for its fan community. With items ranging from stainless steel water bottles, tote bags and key chains to hoodies, caps and belts, the FEI Fan Shop offers a broad range of collections and items to choose from.
Aiming to stay innovative and trendy, this online shop will continue to feature new items on a regular basis and there will be a lot of exciting things coming up in the future!
Discover the FEI Fan Shop and the latest collections right here.
Affirming its support for Pride Month, the FEI joined the global movement that celebrates diversity, promotes equality and acknowledges the impact of LGBTQ+ individuals in various spheres, including equestrian sports.
During the month-long celebration, the FEI engaged in a series of online activities to further promote understanding, acceptance, and respect for LGBTQ+ members of the equestrian community.
Throughout the month of June, the FEI’s website and social media channels adopted the colours of the Progress Pride flag, which was developed in 2018 by non-binary American artist and designer Daniel Quasar. Based on the iconic rainbow flag from 1978, the redesign celebrates the diversity of the LGBTQ+ community and calls for a more inclusive society.
“The FEI has been continuously evolving in its understanding and approach to issues affecting inclusion. Pride Month is a time for unity and celebration, while also recognising the work that remains to be done.”
FEI Secretary General, Sabrina Ibáñez (SUI)
Throughout the month of June, the FEI’s website and social media channels adopted the colours of the Progress Pride flag, which was developed in 2018 by non-binary American artist and designer Daniel Quasar. Based on the iconic rainbow flag from 1978, the redesign celebrates the diversity of the LGBTQ+ community and calls for a more inclusive society.
Channels for our Top Series
In 2023, we created 10 new dedicated channels for our top series – the Longines League of Nations™, in preparation for the 2024 season, and the FEI World Cup™ series across all disciplines to allow fans to stay on top of all the latest sporting action.
Discover them here in just one click:
With the objective of enhancing its services to Athletes and National Federations, the FEI has launched a new social media content sharing platform called Socialie, through which the FEI will gradually make key content available to its community in order to amplify the promotion of equestrian sport.
#UnitedbyEquestrian was the campaign tagline created for the FEI European Championships 2023, across all disciplines. It opened the doors to global promotion, sharing real-time updates and celebrating the achievements of athletes from all corners of the European continent. This campaign highlighted the rich diversity within equestrian sports, fostering a profound sense of unity and inclusivity among the global audience.
Discover the campaign here:
In 2023, the FEI decided to revolutionise team Jumping with the creation of the Longines League of Nations™, which was officially launched in October and kicked-off in February 2024. The new series represents a revamp of the iconic the FEI Jumping Nations Cup™, a historical competition whose nation versus nation format dates back to 1909. With a fresh and innovative approach to team competition, the series features 10 teams across four qualifying venues, battling it out for a spot at the Final in Barcelona, where they will have the opportunity to secure the ultimate honour for their nation.
“This series is about inspiring individuals and nations around the core values of our sport – camaraderie, team spirit, horsemanship and excellence - and for over a century it has played an invaluable role in the development of equestrian globally."
FEI President, Ingmar De Vos (BEL)
Accompanying the launch of the Longines League of Nations™ brand is a dedicated website which offers a modern, user-friendly experience. With a simple, elegant, and easily navigable design, fans can support their nations and get all the latest information around the series.
Find out everything about the series here.
And as always, you can also follow the action live from the comfort of your home in just one click on FEI.TV.
2023 saw the Jumping obstacle designed by Juna Keselj Djokovic from Slovenia revealed in Omaha (USA) at the Longines FEI Jumping World Cup™ Final 2023.
This innovative digital initiative, which started in 2022, 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, 13-year-old Juna Keselj Djokovic, was invited to attend the Final in person to see her design come to life, and also receive a prestigious Longines Master Collection timepiece.
Facts & Figures of My Dream Jump Challenge:
Entries
Votes
Engagements
Impressions
This fan engagement initiative was also shortlisted in the “Best Brand Activation Involving Sport” category at the Sports Business Awards 2023.
In 2023, Pivo Inc., the Silicon Valley based company behind the AI powered smartphone mount for the creation of hands-free motion tracked videos, became the Official FEI Training Technology Partner.
The Pivo Pod, an AI-powered smartphone mount and performance tracking tool, has become the equipment of choice for many equestrians around the world looking to improve their riding skills. Designed for indoor and outdoor use, the mount works in tandem with a powerful application which can be downloaded for free on any smartphone.
A fun and engaging campaign was created to showcase the Pivo Pod and introduce Pivo as the Official FEI Training Technology Partner 2023:
In addition, in 2023 Pivo became the sponsor of the newly created FEI Inspire Award. This category was created to unite the former FEI Against All Odds and the FEI Solidarity Awards, with the aim of celebrating an individual who has pursued their equestrian ambition in an inspiring way and serves as a role model to show that everything is possible.
Saddlery experts Bates Saddles, an esteemed fourth-generation family-owned saddlery company and well-known international equestrian brand, became the Official FEI Saddle Partner in 2023.
With a reputation for delivering sound and practical saddle guidance for athletes of every equestrian discipline, Bates Saddles have enjoyed career-long partnerships with many elite athletes including German Dressage legend Isabell Werth (GER).
A behind the scenes look at the life of Isabell Werth in partnership with Bates Saddles.
As a saddlery company, Bates Saddles have also long been focused on education, not only through research and development, but in sharing what they know with as many equestrians as possible for the good of horses worldwide.
It was this focus on education and horse welfare which first forged the partnership between the FEI and Bates Saddles, with the latter providing advice to the FEI’s online community over the past year.
