Media updates

FEI partners with China National Sports International for equestrian growth

Media updates
08 October 2017 Author: SGI

The Fédération Équestre Internationale (FEI), the world governing body for equestrian sport, has announced a brand new partnership with China National Sports International (CNSI), a sports and entertainment company that specialises in equestrian sports in China.

The five-year deal, which sees CNSI become Official Business Partner of the FEI in China, is expected to rapidly increase the profile of equestrian sport in China.

The FEI and CNSI will develop a large-scale e-sport, e-commerce and social media presence for equestrian sport to launch in 2018.

The FEI’s decision to focus efforts in China comes on the back of rapidly growing enthusiasm for equestrian sport in the world’s second largest economy, which also now boasts the world’s second biggest horse population.

Against a national strategy spearheaded by China’s General Administration of Sport to increase sport participation, experts are now predicting that the horse sport industry - which already has an economic impact of over 1.5 billion USD in China - is set for huge growth.  

Currently, there are 400,000 active equestrians in China with one in 1,000 fans riding regularly, and 300,000 people directly employed in horse sport.

The FEI will be focusing on equestrian within a burgeoning sports industry in China, which according to a report from Bank of China International earlier this year was worth 1.5 trillion yuan (USD 222.68 billion) in 2016, is on track to double by 2020 and could reach 5 trillion yuan by 2025.

Meanwhile, the recent Nielsen Sports SponsorLink China report, has stated that almost 60% of China’s 820 million-strong urban population are sports fans, with over 80% aged between 26-45 years old.

“Equestrian sport interest is growing rapidly in China," said FEI President Ingmar De Vos.

“The sky really is the limit, and by working with China National Sports International we will be tapping into the vast Chinese sports fan base with directly relevant content on key platforms and via popular mobile, gaming and social media services used by sports fans in China.”

Zhang Baosheng, Chairman of the Board at China National Sports International, said: “The size of the sports landscape in China represents a huge opportunity for growth for the FEI and for sponsors of equestrian sport.

“The key to the success of our alliance with the FEI will be our content offering to Chinese sports fans, and by working with the world governing body for equestrian sport we will be able to offer sports fans exciting and sophisticated equestrian content - this will drive even deeper interest in equestrian sport.”


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Notes to Editors

About China National Sports International (CNSI)

China National Sports International (CNSI) focuses on business operations at the world’s major equestrian events, equestrian culture, industry and business development. Its business field includes international top equestrian events, original equestrian entertainment programmes, equestrian theme parks, equestrian mobile games and derivative business.      

CNSI signed a contract with General Administration of Sport of China in 2007, and hosted equestrian events between 2007 and 2010, including the FEI World Jumping Challenge. In 2010 CNSI signed a contract with the FEI to launch the FEI World Cup™ Jumping China League, which became the Longines FEI World Cup™ Jumping China League four years later. Since 2011, CNSI has successfully hosted 20 FEI World Cup™ legs at seven events, attracting more than 3,000 athletes. Coverage of the Longines FEI World Cup™ Jumping China League was broadcast live on CCTV5 to an audience of more than 0.35 billion over the course of the seven years since the creation of the League. CNSI has also introduced and created top series in other sports including fencing, football, golf and mixed martial arts.


About Fédération Equestre Internationale (FEI)

The FEI is the world governing body for horse sport recognised by the International Olympic Committee (IOC) and was founded in 1921. Equestrian sport has been part of the Olympic movement since the 1912 Games in Stockholm.

The FEI is the sole controlling authority for all international events in the Olympic sports of Jumping, Dressage and Eventing, as well as Driving, Endurance, Vaulting and Reining.

The FEI became one of the first international sports governing bodies to govern and regulate global para sport alongside its seven able-bodied disciplines when Para-Equestrian Dressage joined its ranks in 2006. The FEI now governs all international competitions for Para-Equestrian Dressage and Para-Driving.