The FEI, equestrianism’s governing body, has unveiled a new commercial model, with a limited number of ‘FEI Partners’ being sought. In partnership with the London-based The Sports Consultancy, which was brought on board late last year to sell sponsorship packages on behalf of the federation, the FEI is looking to bring in a maximum of five major brands. The new commercial strategy was signed off following a presentation to the FEI Bureau earlier this month, and Ralph Straus, commercial director of the FEI, said: “If you look at the commercial strategy, the FEI has already been successful when you consider the brands that have been developed and the number of events we have. We have been very much focused on title sponsorship for the finals, and there are obvious reason why a brand wants to be active around a particular series, but we see an opportunity now to create an international level FEI Partner.” Straus, who joined the FEI in October, continued: “We’ll aim to work with a limited number of brands and provide them with access to the FEI as an association. Brands will get automatic rights to all our properties, like the sports forum, or the campus, which is an online education tool, and the finals of all our events.” The Sports Consultancy will be seeking four-year sponsorship deals, and there will be no more than five partners.
