TV - FEI

horsesport’s premier online video destination for the entire
global equestrian community and beyond.
FEI TV - Content
The platform is offering users frequent and high quality live
broadcasts from the world’s most prestigious equestrian
events throughout the year as well as a unique, constantly
updated and extended back catalogue across all FEI
disciplines. In 2009, subscribers to FEI TV had access to
more than 150 hours of live broadcasts from approximately
50 FEI key events from around the globe. Coverage included
the FEI World Cup Finals and the FEI European
Championships in Jumping, Dressage and Eventing, the
Meydan FEI Nations Cup series, events from the HSBC FEI
Classics and the FEI General Assembly. An equally attractive
live package is planned for 2010.
FEI TV – Online Content Syndication
In 2009, FEI TV also joined Perform’s widely distributed
E-player platform in order to broaden its audience and attract
new target groups. As part of the E-player’s content offering
a condensed version of FEI TV with free of charge access
is currently available across approximately 350 websites
of international newspapers and sport portals, including
some iconic fl agship names such as the UK’s The Times, The
Guardian, The Independent or Spain’s As. A similar version of
this FEI TV player can also be found on the websites of most
of Europe’s indoor shows.
FEI TV – Next Steps
In 2010, while continuing to improve the editorial proposition,
the marketing of FEI TV will focus on offering FEI stakeholders
enhanced opportunities to join the project, on broadening
its portfolio of affi liate partners and on proactively using
social network sites to promote the sport and the platform.
End users will see the introduction of a download section
and the integration of new applications such as live blogging
and the display of real time data streams (such as start lists
and results) is currently being investigated. An additional key
focus will be the further synchronisation of the channel with
the FEI’s campaigning efforts.
FEI DIGITAL MEDIA
FEI Digital Media - A comprehensive range of projects
FEI’s objective is to use digital media to administrate,
promote and market the sport and to successively harmonise
and synchronise the various related projects and initiatives
to maximise impact, effi ciency and benefi ts.
In 2009, the FEI ran a comprehensive range of projects related
to digital media, the scope spreading from implementing
the FEI 21 project and operating FEI TV, to the production of
podcasts, to cooperating with developers for console games and
mobile applications. The 2009 FEI Awards saw the introduction
of online voting and the FEI Year of Youth campaign is
experimenting with the concept of user generated content.
FEI Digital Media – Next Steps
In order to reach today’s and future audiences and to be an
attractive and competitive alternative in the sport and lifestyle
proposition, the challenge is to integrate equestrian sport
into the far reaching and relatively new digital environment
and to use these opportunities to increase the awareness
and popularity of the sport, thus being omnipresent across
the various platforms and importantly accessible and userfriendly
to these new audiences.
Due to the very dynamic development of digital media, the
FEI will continuously reassess and benchmark its approach
and adapt its overall strategy and resource allocation where
necessary.
FEI LICENSING & MERCHANDISING
The objectives of the FEI are to create a meaningful and
brand positive licensing programme that will enhance the
consumers’ relationship with the FEI and generate additional
brand awareness in both traditional and non- traditional
environments, as well as create new revenue streams for
the FEI.
As of today, the FEI Licensing & Merchandising programme
is limited to a certain range of products, mainly FEI event
merchandising distributed around key FEI events and some
FEI branded articles which are distributed by licensees or
through the FEI.
The current limited range of product categories include
a video game (Atari), DVDs (Equestrian Vision), riding
gloves (Heritage), dressage tests (print & online licensees),
corporate FEI merchandising and a newly developed i-phone
dressage application to be launched in early 2010.
The FEI undertook in 2009 a market review of the leading
Licensing & Merchandising agencies taking into account
past experience in sports Licensing & Merchandising and
presence and reach in key equestrian markets. Pending
contract negotiations, the selected company will be
announced in the fi rst quarter of 2010 and will be tasked
with developing a comprehensive catalogue of FEI products
across categories.
An FEI e-shop will also be developed and will be accessible
on the newly launched www.fei.org as well as guidelines for
brand applications on products & packaging.
In order to ensure a successful delivery of the Licensing &
Merchandising programme, the FEI Commercial Department
will hire a dedicated licensing & branding manager who will
work in close coordination with the appointed agency as
well as take responsibility for all FEI branding matters.
FEI ANNUAL REPORT 2009 47