It’s not for nothing that the Year of the Horse is starting in China. The International Equestrian Federation has just signed an XXL broadcasting agreement with China Media Group, the massive Chinese public media entity. The deal spans three seasons, until 2028, with a clear promise to bring equestrian sport into millions of Chinese households (if not hundreds of millions). The agreement was officially sealed on the sidelines of the 2026 Milano Cortina Winter Olympics. FEI is not targeting a market. It is targeting a continent.
A partnership that changes the scale
This is not just a technical agreement. It’s a step change. The contract covers three seasons and includes major international events: the 2026 World Championships, the 2027 European Championships, the Show Jumping World Cup, the Longines Nations Cup, and the series of Eventing Nations Cups. In other words, everything that shapes the global hierarchy and forms the great rivalries.
The signing brought together FEI President, Ingmar de Vos, and Lyu Yitao, Director of CMG’s Sports and Youth Programs Center. Two institutions, two strategies, one common ambition: to broaden horizons.
China, a new media frontier
In the FEI’s general statement, Ingmar de Vos calls it a “major agreement” that builds on the protocol agreement reached in April 2025. The tone is clear: the collaboration is stepping up to a higher level.
Thanks to CMG’s extensive media ecosystem, equestrian sports will not only benefit from live broadcasts but also from news reports, highlights summaries, and in-depth features. It’s not just about broadcasting a few courses live. It’s about telling the story of the sport, explaining it, and promoting it.
FEI sees this as a strategic lever for developing the discipline on a national scale in China. The potential is enormous. The Chinese market has long intrigued industry players: a massive population, gradually developing infrastructure, and the emergence of a new generation of riders and investors. The missing piece was to create the showcase. It is now established.
Sports diplomacy and lunar symbolism
The timing is no coincidence. Approaching the Lunar New Year, Ingmar de Vos extended his wishes to “Chinese friends” for happiness, success, and prosperity in the Year of the Horse. A diplomatic touch that goes beyond mere folklore.
Lyu Yitao talks about an important step and emphasizes the complementarity of the two organizations. The stated goal is to work “in a true spirit of partnership” to elevate equestrian sport in China to new heights. The words are institutional. The intent is strategic.
What this really means
For FEI, this agreement is part of a broader dynamic of international expansion. Europe remains the historical core, North America an economic pillar, but Asia is becoming a structured growth area. Media visibility is often the first engine of sustainable development.
If the audience follows, riders will benefit from increased exposure, partners from a new showcase, and international circuits from a strengthened market. If the audience does not follow, the agreement will remain a strong symbol but limited in its impact.
One thing is certain: FEI is no longer content with consolidating its traditional strongholds. It is making moves. And this time, the horse is also galloping to the East.
(Originally published by So Horse with the FEI)
