One of the reports that will be presented to the FEI Bureau and General Assembly is on the achievements of the FEI Commercial Division. We would like to take this opportunity to present to you the FEI’s commercial strategy and the major developments in this field.

The FEI Commercial Division has been active for just over three years – it was set up at the end of 2003 - and is responsible for marketing, sponsoring and television matters. Its main objective is to provide the FEI with additional financial resources in order to better protect and further develop the sport.

Horsesport enjoys exceptional core values. It is one of the very few sports in which men and women compete side by side on truly equal terms up to the highest level. It is more than just a physical activity, it is even more than a sport; it is a social activity that engages the whole family, a lifestyle that calls for strong commitment and immense dedication. Horsesport’s unique feature – the teamwork between man and horse – encourages responsibility and respect.

Based on this rich tradition, the FEI Commercial Division has produced a long term commercial strategy organised along the following principles:

CENTRALISATION OF RIGHTS
The rights to the FEI top events – FEI World CupTM, Super League with FEI and the FEI World Equestrian Games – belong to the FEI, which means that even though the events are handled by local organising committees, the FEI is an integral part of the selling process. This is a key element which makes possible long-term partnerships which was not the case in the past. The recent sponsorship successes bear witness to this fact. The leading animal health company Alltech became the first ever title sponsor of the FEI World Equestrian Games 2010. This new cooperation with the World Games Foundation Inc, the Organising Committee of the Alltech FEi World Equestrian Games 2010 and the FEI provides for world-wide exposure for four years, which admittedly is far more valuable than a fortnight in a single country as was the case for the previous Games partners. The partnership with the renowned Swiss watchmaker Rolex for the FEI World CupTM Jumping and Dressage Finals in Las Vegas followed by the title sponsorship of the FEI World CupTM Jumping, Western European League, is another valuable step in the right direction. Rolex have supported equestrian sport since 1957 and yet it is the first time in 50 years that a partnership with the FEI materialises. Rolex trusts the FEI and promotes their relationship with us, which results not only in a substantial financial benefit but also, and perhaps more importantly, in improved visibility and image. The FEI Headquarters are working on ways to increase value of FEI products and, thereby, add value for all stakeholders.

BRANDING
From a faceless organisation vaguely identified by an old-fashioned logo, the FEI is in the process of becoming a recognised brand. This is an in-depth process that goes beyond the change of logo. It is a change in philosophy, values and working methods. However, transforming the FEI into a brand is only the first step in a lengthy development. Branding horsesport is just as important as branding the FEI itself and the widening use of the "FEI at the Heart of Horsesport" strapline demonstrates the will to proceed in that direction. A second phase will be to further develop and better define competition brands, which will in turn be followed by a global communication campaign aimed at the knowledge about the FEI and horsesport beyond the equestrian fans to the general public.

NICHE PLAYER ATTITUDE
To be successful commercially, the FEI needs to put to full use the potential residing in its specificities. The fact that there is no gender testing in horsesport, the contact with nature and the importance given to the welfare of the horse are valuable qualities that should be given prominence.

ACTIVATION OF THE EXISTING NETWORK
Horsesport enjoys an incomparable network encompassing all social strata, cultures and nationalities. It ranges over many crafts, professions and occupations. and the skilful activation of the network, which is a wealth of knowledge and connections, can provide for many exciting opportunities.

The leadership of HRH Princess Haya Bint Al Hussein is bringing the FEI and the whole of horsesport to another level of professionalism and excellence. The President’s Manifesto provides for a new structure which allows the FEI to improve and manage more effectively its properties. Thanks to all these factors, the general attitude towards the FEI is changing and the organisation gradually stands out as a partner of quality for such prestigious companies as Rolex and Samsung.