The Chinese region is rapidly emerging as a key player in equestrian sports, and a new partnership aims to enhance the visibility of the sport through national media channels. This initiative will focus on live coverage and tailored media content to engage a broader audience, promoting equestrian sports among the Chinese population.

FEI President Ingmar De Vos emphasizes the crucial role of media in making equestrian sports more relatable and inspiring for audiences of all ages. The collaboration seeks to build the brand of Chinese athletes, showcasing their journeys to captivate and motivate fans.

The overarching goal of this partnership is to create informative and engaging content that fosters a deeper understanding of equestrian sports, ultimately driving greater interest and participation in the sport both in China and internationally.