TV - FEI

points are awarded prize-money. The HSBC FEI Classics
is now a well established circuit and together with the FEI,
event organisers and HSBC, all efforts are combined to
increase the visibility of the FEI Classics and take them to
the next level.
The beautiful surroundings of Fontainebleau (FRA) welcomed
the HSBC FEI European Eventing Championship in September
2009. HSBC was the title sponsor of the competition and
achieved tremendous success through a dedicated activation
strategy targeting key stakeholders of the banking, insurance
and horse industry. Media exposure and TV distribution of
the HSBC FEI Eventing European Championship also reached
unequalled results so far.
Rolex
The partnership with Rolex, which includes the TV magazine
“FEI Equestrian World”, the Rolex Rankings and the Rolex
FEI World Cup, has been a key component of the FEI
commercial programme since the creation of the “FEI
Equestrian World” in 2006.
Greater emphasis to strengthen the Rolex Rankings,
include the introduction of a Rolex green and yellow
armband to be used at events by the number one rider on
the Rolex Rankings, as well as an animated presentation
of the top twenty riders on the Rolex Rankings with key
data in the TV production of the Rolex FEI World Cup
competitions.
The Rolex FEI World Cup has proven to be a great success,
it attracts not only the best riders but also the best indoor
organisers. During 2009, the Rolex FEI World Cup series
welcomed two new organisers, the CSI in Lyon and Zurich,
to join the Rolex FEI World Cup Western European League.
The Rolex FEI World Cup 2008-09 series culminated in a
fantastic Final in Las Vegas where Rolex testimonee Meredith
Michaels Beerbaum won her 2 nd Rolex FEI World Cup title in
a row with her now legendary horse Shutterfl y.
The FEI is extremely pleased that Rolex have agreed to
pursue the long-standing partnership with the FEI for at least
another three years until 2013. The fi nals of the Rolex FEI
World Cup have been allocated to Leipzig (GER) in 2011,
s’Hertogenbosch (NED) in 2012 and fi nally to Gothenburg
(SWE) in 2013.
Alltech
Meanwhile, the partnership with Alltech, title sponsor of
the 2010 Alltech FEI World Equestrian Games, was further
enhanced with the sponsorship of the 2009 Alltech FEI
European Jumping and Dressage Championships that took
place in August in Windsor (GBR).
FEI TELEVISION
A number of new and important developments took place
during 2009.
IMG Media were appointed as the offi cial television distributor
for TV rights falling outside the FEI’s contract with the
European Broadcasting Union (EBU). This has strengthened
the FEI’s television reach and coverage in some markets while
also increasing TV licence revenues.
Long time television partner of the FEI, MBPTV will continue
to be the FEI’s offi cial television producer.
A television production advisory group was established
with a remit to further enhance the production, create an
FEI ANNUAL REPORT 2009 45