"The Chinese region is one of the fastest-developing regions for equestrian sports," says De Vos. "With this partnership, we aim to further spotlight the sport through national channels. We will focus on live coverage, directed media content, and generally promoting the sport among the wider Chinese population."

The collaboration will primarily focus on building the brand of Chinese athletes.

“The media has played, and continues to play, a pivotal role in making equestrian sport more relatable and engaging, ensuring that audiences — young and old — are not only entertained, but also inspired by the journeys of our athletes,” FEI President Ingmar De Vos said.

"As President of this global federation, it has been incredibly rewarding to witness the growth of equestrian sports in China. Our shared objective is clear: to deliver informative, compelling content that deepens the understanding of the sport and keeps people excited and invested in equestrian culture, driving even greater popularity in China and beyond.