In a major step to elevate equestrian sport in one of the world’s fastest-growing markets, the
Fédération Equestre Internationale (FEI) has signed two landmark Memoranda of Understanding (MoUs) with China’s leading media organisations, Xinhua News Agency and China Media Group (CMG).

The agreements were formalized during a high-level visit to China last week by FEI President Ingmar De Vos and Secretary General Sabrina Ibáñez.

The MoU, signed by Xinhua President Fu Hua on behalf of China’s official state news agency, establishes a collective effort to advance equestrian sports, particularly in China. The FEI and Xinhua–which is one of the four official international news agencies recognized by the IOC–will join forces to enhance on-site reporting, produce in-depth coverage and create integrated media content, all aimed at promoting equestrian sports and culture to a global audience.

Chinese equestrians in the spotlight

This collaboration will place a special emphasis on Chinese equestrian athletes, following their journey to major upcoming events such as the National Games in November 2025, the FEI World Championships in 2026 in Germany, and the LA28 Olympic and Paralympic Games.

Building on this momentum, the FEI also signed an MoU with China Media Group (CMG) for programming rights in mainland China and Macau for key FEI events, such as the Longines League of Nations™, the FEI World Championships and the European Championships.

This groundbreaking agreement, signed by CMG President and Vice Minister of the Publicity Department of the CPC Central Committee Shen Haixiong, aims to significantly boost the visibility of equestrian sports in China through live broadcasts, highlights, and in-depth storytelling, with a particular focus on the preparation of Chinese athletes for international competitions.

“The media has played, and continues to play, a pivotal role in making equestrian sport more relatable and engaging, ensuring that audiences—young and old—are not only entertained, but also inspired by the journeys of our athletes,” FEI President Ingmar De Vos said.

Deepening understanding of the sport

“As president of this global federation, it has been incredibly rewarding to witness the growth of equestrian sports in China. Our shared objective is clear: to deliver informative, compelling content that deepens the understanding of the sport and keeps people excited and invested in equestrian culture, driving even greater popularity in China and beyond.

“Over the years, we have seen remarkable progress of our sport in China, and we look forward to its continued development in the country.”

Chinese athletes have shown exceptional performance on the international stage.

In 2024, the Chinese Endurance team secured a silver medal at the FEI World Championships. At the 2023 Asian Games, Chinese Eventers won both team and individual medals. Additionally, China was represented in Jumping and Eventing at the Olympic Games in Tokyo 2020 and in Eventing at the Paris 2024 Olympic Games

Significant investment has also been made in world-class equestrian venues, including purpose-built showgrounds, indoor arenas and equestrian clubs, some of which host FEI events.

In 2025, China will host 13 international equestrian competitions, ranging from 1* to 5*, across several cities. These events include the Longines FEI Jumping World Cup™ China League, which began on 26 April, marking the start of a highly anticipated season for equestrian sports in the region.

Landing page image: Alex Hua Tian of Team China rode Don Geniro during the Eventing Dressage Team and Individual competition at the Tokyo 2020 Olympic Games. Photo by FEI/Libby Law Photography