SPECIAL REPORT – equestrian: fans always looking for more equestrian in their lives!
October 21, 2016
The FédérationEquestreInternationale (FEI), the world governing body for equestrian sports, runs the prestigious Longines FEI World Cup™ Jumping Western European and North American Leagues, and the FEI Nations Cup™ Jumping – which with 108 years of tradition and history is the most iconic team Jumping series in the world. The FEI’s flagship events also include the FEI European and FEI World Championships and the FEI World Equestrian Games™.
To secure the best worldwide coverage of its biggest series and championships,the FEI works with two key partners – theEuropean Broadcasting Union (EBU), the world’s leading alliance of public service broadcasters, and with WME’sIMG Media, the world’s largest independent producer and distributor of sports programming and global leader in sports, events, media and fashion. IMG Productions is also in charge of producing the FEI’s broadcast content.
Equestrian sport is growing quickly around the world. Today, there are now over 3,800 international events taking place globally on an annual basis, and in 2014 – year of the FIFA World Cup™, the Olympic Winter Games in Sochi and the Commonwealth Games in Scotland, the FEI World Equestrian Games™ ranked among the top six of the world’s most attended sporting events of the year.
The equestrian community is famous for its dedication to the sport and engagement with all things horse related!
The FEI has 750 million fans worldwide, and for 95% of these fans equestrian sport is their number one obsession.
In fact 65% of the fans have no interest in other sports, possibly because 50% of their leisure time is spent on a horse.
The fans also start at an early age – with the youngest international athlete being 9 years old! And interestingly, 75% of fans are women.
Horses are central to the sport, and they give unlimited content for the digitally savvy and passionate fans. This is really driving the FEI’s content strategy across all platforms including social media, focusing not just on the sport but on horses, fashion and lifestyle. The FEI’s new fan destination is proving a real hit: www.fei.org.
With 50% of the audience aged 35-54 and with a high net worth community that loves travel the FEI benefits from brand loyalty, trendsetting and communicating with fans on the move to high-performance horse sport events around the world.
FEI fans are always looking for more equestrian in their lives!
*Sportcal
Equestrian sport is growing massively around the world. There are now over 3,500 international events taking place globally on an annual basis, and in 2014 – year of the FIFA World Cup, Sochi 2014 and the Commonwealth Games – the FEI World Equestrian Games™ ranked in the world’s top six biggest sporting events.*
Enter arena shot
The equestrian community is famous for its dedication to the sport and engagement with all things horse related!
We have 750 million fans worldwide, and for 95% of these fans equestrian sport is their number one obsession.
In fact 65% of our fans have no interest in other sports, possibly because 50% of their leisure time is spent on a horse.
Our fans also start at an early age – our youngest international athlete is 9 years old! And interestingly, 75% of our fans are women.
Enter black and white shot of girl
Horses are central to our sport, and they give us unlimited content for our digitally savvy and passionate fans. This is really driving our content strategy across all platforms including social media, focusing not just on the sport but on horses, fashion and lifestyle. The FEI’s new fan destination is proving a real hit: www.fei.org.
Enter colour image of Georgina Bloomberg
With 50% of our audience aged 35-54 and with a high net worth community that loves travel we benefit from brand loyalty, trendsetting and communicating with our fans on the move to high performance horse sport events around the world.
Our fans are always looking for more equestrian in their lives!
Can we include buttons to our Instagram, Facebook, Twitter and YouTube accounts?
