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Equestrian sport is unique in both its practice as well as its values. It is the only sport in the world that has two athletes - horse and rider – whilst also ensuring both men and women compete against each other on equal terms.

Fan base

With over 750 million equestrian fans worldwide, FEI events provide a unique platform to engage with a predominantly female (75%), affluent, trendsetting and global fan base that consider equestrianism to be an integral part of their lifestyle. These demographics are consist across all key markets, with families in particular often flocking the gates to witness the sport in action.


FEI partnership provides sponsors with a great platform to further promote their brand and strengthen their position in the market. Partner companies also benefit from unique opportunities to showcase their products and services and to host their corporate guests in exclusive environments, whilst creating a strong emotional connection with the very passionate equestrian audience.

Some of the key international FEI named multi-discipline events include most notably:

FEI Championships - including the FEI World Equestrian Games™

FEI Series - such as the FEI World Cup™ and the FEI Nations Cup™

The FEI can introduce your own brand story in the sport, to engage with equestrian fans via a partnership committed to growing your business. Through such an association, FEI Partners benefit from a wide range of advantages including but not limited to:

  • Onsite visibility at key events
  • Broadcast and digital activation
  • Creation of brand narrative and content stories to be actively promoted through the FEI’s various communication platforms
  • Corporate hospitality opportunities


If you are interested in learning more about sponsorship opportunities, please contact the FEI Commercial Department.

FEI Commercial Structure


Current FEI Partners & Sponsors

In January 2013, Longines became the FEI’s first Top Partner following the agreement of a historic very long-term sponsorship deal that saw the Swiss watchmaker become the Official Top Partner, Official Timekeeper and Official Watch of the FEI. The deal was the biggest sponsorship deal ever brokered by the FEI. Longines took on a number of key FEI properties including title partnership of the FEI World Cup™ Jumping Western European League and Official Timekeeper of the FEI World Equestrian Games™
2017 represented a historic year in the hugely successful partnership between the FEI and Longines which saw the global partnership – that was halfway through its ten year term – further extended in both duration and rights offering to include title partnership of the FEI Nations Cup™ Jumping Series starting from 2018. Additionally, Longines will continue to invest in the development of cutting-edge time-keeping and data-handling services and related technology, together with the FEI, specifically for equestrian sport. The landmark agreement, which was brokered by FEI President Ingmar de Vos and Longines Vice President and Head of International Marketing Juan-Carlos Capelli, is the most significant in the history of the FEI. 
The FEI signed an exclusive licensing and sponsorship agreement with Ariat International, the US-based leader in Western and English footwear and apparel, at the 2015 FEI World Cup™ Finals in Las Vegas. Working alongside the FEI, Ariat will develop new co-branded product collections to be launched at the Longines FEI World Cup™ Jumping Finals, with a share of the sales proceeds going to FEI Solidarity. The product ranges are also available for purchase on-site at the Longines FEI World Cup™ Jumping Western European and North American League qualifier events until 2018, as well as at Ariat retailers and online in Europe and North America. Additionally, the three-year partnership includes a supporting sponsorship of the Longines FEI World Cup™ Jumping Finals starting in 2016.
Three months after the live launch of FEI Campus in mid-June 2017, the FEI achieved a three-year commitment from Boehringer Ingelheim – a global pharmaceutical company and the world’s biggest equine health business – to become FEI Equine Health Partner and FEI Campus Partner. The agreement sees both parties collaborating on content and courses relating to equine health that are to be published on the free to access e-learning gateway. 
On the back of rapidly growing enthusiasm for equestrian sport in the world’s second largest economy, which also boasts the world’s second biggest horse population, the FEI signed a five year deal with China National Sports International (CSNI). The agreement sees CNSI – a sports and entertainment company that specialises in equestrian sports in China – become Official Business Partner of the FEI in China. Both parties will develop a large-scale e-sport, e-commerce and social media presence for equestrian sport to launch in 2018. 
In April 2014, JetSet Sports became the FEI’s exclusive sponsor in the hospitality sector, offering first-class Olympic hospitality packages for the Rio 2016 Olympic and Paralympic Games and the Tokyo 2020 Olympic and Paralympic Games to FEI stakeholders, from National Federations to athletes, horse owners and fans. The agreement, which continues until 2020, will also see Jet Set Sports work with the FEI to develop hospitality programmes for key FEI events. 
OTTO Sport International, known globally for producing footing for equestrian arenas at the world’s biggest events, including the Olympic and Paralympic Games, signed a four-year partnership geared towards helping drive the FEI’s education strategy through FEI Campus. They will provide top industry insight on equestrian arena footing to users of the e-platform, designed to positively affect horses not just while they compete but during training at home and leisure riding. The announcement was made at the 2017 FEI General Assembly in Montevideo (URU) in November 2017. 
SAP SE, the world’s largest enterprise application software company, became Official Analytics Sponsor of the FEI World Cup™ Dressage Series in March 2017. The deal was announced at the FEI World Cup™ Finals in Omaha (NE) and sees SAP use its long experience of reinventing fan experiences to work with the FEI on engagement opportunities that will bring equestrian and dressage audiences closer to the action and their passion.
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