He has substantial knowledge of the world of sport acquired through ISL/ISMM; FIFA where he worked on the licensing programme for the 2002 FIFA World Cup; and Swatch and the company’s sponsorship of the Olympic Games. Carsten was also initially trained in Finance with Deloitte before moving into licensing with Disney.

“Carsten’s appointment to the position of FEI Executive Director, Commercial is welcome news,” said FEI Secretary General Alex McLin. “His strong all-round experience, which includes rights and sponsorship sales, brand management as well as strategic understanding of the potential of digital rights, comes at a crucial period of growth for the FEI. The continued enhancement of the commercial potential of horsesport is a priority for the entire organisation and Carsten’s knowledge will certainly be an asset in this regard.”

In response to his appointment, Carsten Couchouron added: “Joining the FEI in a period of change and growth is a unique opportunity to take part in the shaping of the sport and in the realisation of its commercial potential to benefit the members, partners and athletes. I am very much looking forward to taking up this role, to working with the greater FEI family and the dynamic team at Headquarters”.