The FEI, the international governing body for equestrian sport, and China Media Group (CMG), China’s premier state broadcaster, have concluded a comprehensive media rights partnership.
The agreement, formalised during the Milano Cortina 2026 Olympic Winter Games, establishes wide-ranging collaboration around leading equestrian events and series, including the FEI World Championships 2026, FEI European Championships 2027, FEI Jumping World Cup™, Longines League of Nations™ and the FEI Eventing Nations Cup™.
The partnership spans three seasons, running through 2028.
Alongside the well-known multi-Olympian and 5* rider, Alex Hua Tian, China now has several rising stars in the sport of eventing including Alex’s Olympic teammates Sun Huadong, Bao Yingfeng and Liang Ruiji and Hong Kong’s Owen Wong, part of the bronze medal winning team at the 2025 FEI Asian Eventing Championships.
“This significant agreement builds on the Memorandum of Understanding concluded with CMG in April 2025 and elevates our collaboration to an entirely new dimension,” said FEI President Ingmar De Vos.
“Drawing on its extensive sports media ecosystem, CMG will present the distinctive character of equestrian sport to viewers across China through live coverage, news reporting, highlights programming and in-depth features. This partnership will introduce our sport to an expanding fan base and play a meaningful role in supporting its continued growth nationwide.
“With the Lunar New Year approaching, I would also like to extend my warmest greetings to our Chinese friends and wish them happiness, success and prosperity in the Year of the Horse.”
“This collaboration marks an important milestone in strengthening our partnership and leveraging the complementary strengths of both organisations,” commented Lyu Yitao, Director of CMG’s Sports and Children’s Programming Centre.
The accord was signed by FEI President Ingmar De Vos and Lyu Yitao, Head of CMG’s Sports and Children’s Programming Centre.
“We hope CMG and the FEI will move forward together in true partnership, working seamlessly to elevate equestrian sport in China to new heights. With the Year of the Horse approaching, this collaboration carries added significance and will provide lasting momentum for the sport’s continued growth.”
