By Mike Dunne
The world governing body of equestrian sport (FEI) has today announced a partnership deal with Sina Sports in a major initiative to promote equestrianism in China. Sina Sports is a Chinese digital sports media platform and in the new collaboration it will house a range of equestrian-related content on its site and will also host the ‘Official Website of FEI in China’.
The deal is set to run until the end of 2018, and has been sealed in time for the Rio Olympics during which the FEI will supply the Sina Sports with content from equestrian events at the games.
On an ongoing basis Sina Sports will carry live coverage of FEI events including the FEI nations cup leagues, the FEI European and World Championships, and the FEI World Equestrian Games.
Federation President Ingmar De Vos said that with equestrian sport growing rapidly in China and across Asia, the partnership with Sina Sports marked another major step by the FEI to reach markets that are “incredibly important” to the future of the sport.
“We see massive potential in the Chinese market with a partner that understands our vision”, De Vos said.
General Manager of Sina Sports Arthur Wei said that the platform would highlight global FEI events and would also give exposure to Chinese equestrian athletes.
The Chinese will have one competitor in Rio – the eventer Alex Hua Tian. Show jumper Zhiwen Zhan was one of the qualifiers for the Longines FEI World Cup Final in Sweden earlier in the year.