Commercial Highlights

At a glance…

• Longines League of Nations™ 
• FEI Fanshop 
• Broadcast
• New Digital Partnerships  

Longines League of Nations™ – A brand-new look for a new era of team Jumping 

2023 represented an important landmark with the public launch in early October of the newly–created Longines League of Nations™. The series marks a new chapter in the illustrious history of the FEI Jumping Nations Cup™, a competition steeped in tradition whose nation versus nation format dates back to 1909. The revamped series features a unified and global format where the top 10 teams compete at four qualifying events around the world, with the top eight making it through to the Final and the opportunity to secure the ultimate honour for their nation. In line with the launch, a unique brand identity and marketing strategy was developed for this series to generate maximum fan engagement.  

FEI Fan Shop 

A strategic collaboration with EML, a UK-based licensing agency managing properties such as James Bond and the UEFA Online Store, resulted in the launch of the FEI merchandising concept in 2023. The physical shop debuted at the FEI World Cup™ Finals in Omaha and exceeded all sales expectations. The FEI Fan Shop online store was officially launched in April, featuring an extensive product range, including special collections such as Pentrail, Pony Love and collaborations with brands such as Pampeano.

Broadcast 

In 2023, live broadcast production for television and streaming coverage for the FEI European Championships was delivered in close collaboration with the Organising Committees, host broadcasters and Longines Timing. The FEI European Championships in Milan (Jumping), Riesenbeck (Dressage & Para Dressage), Haras du Pin (Eventing and Pairs for Driving), Ermelo (Endurance), and Flyinge (Vaulting), received comprehensive live and delayed pick up from broadcasters globally, bringing the excitement to millions of screens worldwide.  

The collaboration with Sunset & Vine media distribution supported in the process of acquiring several new partnerships for live broadcasts in Europe and additional highlight broadcasts around the globe. 

New Digital Partnerships  

From a digital sales strategy perspective, 2023 saw a rapid and successful development. Having experienced the value of single branded campaigns on FEI Channels, multiple equestrian brands decided to join forces for longer terms, signing four-year contracts and becoming official FEI Partners.   

The Korean AI auto camera PIVO became the Official FEI Training Technology partner, as well as sponsor of the prestigious FEI Inspire Award, and the Australian saddle brand Bates became the FEI Official Saddle Partner.