The International Equestrian Federation (FEI) has entered into a partnership with the Sina Sports division of Chinese internet operator Sina, under which a new equestrian-dedicated website will be launched in the country.
The partnership, which will see Sina Sports’ digital platform serve as the home for the ‘official website of the FEI in China’, will initially run until the end of 2018. The website will feature highlights of FEI-organised events, video interviews with athletes, lifestyle content, images and Chinese-language news.
Competitions that will be shown on the website include the Western European and North American divisions of the show jumping World Cup, the show jumping Nations Cup, the World Equestrian Games, and the European and World Championships.
The FEI will also supply Sina Sports with content from the 2016 summer Olympic Games in Brazil, which take place from August 5-21. In return, Sina Sports will promote the FEI through social media platform Sina Weibo.
The partnership is in line with the FEI’s long-term goal to raise the profile of equestrian sport in China.
FEI president Ingmar De Vos said: “We see massive potential in the Chinese market with a partner that understands our vision, and by having a dedicated place on Sina Sports and its incredibly popular social networking service, we will be able to have deeper conversations with our growing Chinese fan base.”