TV - FEI

FEI
COMMERCIAL
ACTIVITIES
The commercial activities of the FEI have considerably
expanded over the last few years, with many initiatives and
projects enhancing the value and exposure of the FEI and
the sport as a whole. A report regarding 2009 activities
outlines some of these endeavours, in particular with
regards to Sponsorship, Television, FEI TV, Digital Media and
Merchandising & Licensing is provided below.
FEI SPONSORSHIPS
2009 has been an incredibly busy and successful year for the
FEI and its partners, not only welcoming Meydan as a new
title sponsor of the FEI Nations Cup but also showcasing
great marketing and PR activation for HSBC, Rolex and
Alltech across the season.
Meydan
Meydan is the name behind the development of the United
Arab Emirate’s landmark racecourse aiming to become the
biggest equestrian sporting venue in the world. The new
partnership signed between the FEI and Meydan brought the
Meydan FEI Nations Cup to new levels and gave Meydan
the opportunity to promote itself as the heartland of the
business and horse world in the East. The synergy between
Meydan and the highest quality team Jumping competition
44 FEI ANNUAL REPORT 2009
in the world is mutually benefi cial and has yielded excellent
returns for Meydan.
The FEI’s oldest series, the Meydan FEI Nations Cup
celebrated in 2009 its 100 th anniversary and featured the ten
best national Jumping teams in the world competing at eight
of the best venues throughout Europe with a fi nal event at the
world famous Dublin Horse Show in August.
HSBC
Now in its second partnership year, HSBC’s sponsorship of
Eventing considerably expanded in 2009. As title sponsor of
the HSBC FEI World Cup, HSBC FEI Classics and HSBC
FEI European Eventing Championship, HSBC gained global
exposure and visibility, notably through on-site branding
activation, bespoke hospitality programmes and dedicated
media coverage.
The 2009 HSBC FEI World Cup season kick-started back in
April in Kihikihi (NZL). Nine qualifi ers were held throughout
the season in nine countries, spanning three continents.
The Qualifi ers’ season eventually culminated in Strzegom
(POL) where the HSBC FEI World Cup Final saw Michael
Jung (GER) claim the title. This was the fi rst time, since the
inception of the series in 2002, that the FEI Eventing World
Cup Final travelled to Eastern Europe. The great turn-over
of top riders, media, horse fans as well as the unconditional
support of HSBC allowed this event to reach a new level
never witnessed before.
The HSBC FEI Classics, the FEI fl agship series uniting the
top end of the international Eventing circuit at the leading
4-Star competitions currently on the calendar, offers the
biggest prize pot in Eventing on an annual basis. At the end
of each season, the fi ve riders with the greatest number of