FEI appoints RedTorch to boost digital provision, agrees SFR Sport deal

The International Equestrian Federation (FEI) has engaged London-based digital communications agency RedTorch to enhance its digital audience, while it has agreed a new rights deal with French pay-television broadcaster SFR Sport.

RedTorch has been appointed as the FEI’s social media and content production partner to increase global reach and awareness of equestrian sport.

RedTorch will work alongside the FEI and manage overall social media production. This includes launching new discipline-specific social media channels in alignment with the new FEI commercial strategy and providing remote and on-site live-event support.

With its data-driven approach, RedTorch said it has developed a digital strategy to engage and grow audiences in each of the eight equestrian disciplines and to increase their commercial value across all digital platforms, including FEI.tv.

“As sport continues to evolve, the FEI are looking for new and exciting ways to keep our audiences engaged,” Ralph Straus, commercial director at the FEI, said. “RedTorch has a proven track record of delivering on this objective for international sports rights holders, so we are pleased to partner with them and explore our potential in the digital space.”

The partnership has been signed ahead of the eighth edition of the World Equestrian Games, which takes place at the Tryon International Equestrian Center in the US state of North Carolina from September 11-23.

Through the FEI’s flagship event, RedTorch will work with the federation and its partners to build and implement strategies that seek to unlock international audiences and commercial potential.

Terms of the SFR Sport deal were not disclosed, but the broadcaster said it will cover the FEI’s major events including the World Cup and Nations Cup series.

SFR Sport will provide live coverage and magazine programming from events held in the French cities of Bordeaux, Lyon and Paris.

Coverage is set to commence in earnest with the Jumping International de Bordeaux event, which runs from February 1-4.