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Nations Cup jumping attracts massive TV audience

The winning French team of, from left, Pénélope Leprevost, Aymeric de Ponnat, Chef d'Equipe Philippe Guerdat (partially obscured), Simon Delestre, Patrice Delaveau and Eugenie Angot.

The winning French team in Spain last November, from left, Pénélope Leprevost, Aymeric de Ponnat, Chef d’Equipe Philippe Guerdat (partially obscured), Simon Delestre, Patrice Delaveau and Eugenie Angot. © FEI/Tomas Holcbecher

Going global has helped showjumping’s Nations Cup series to an increase in broadcast coverage on 95 channels around the globe.

Coverage of the inaugural season of the Furusiyya FEI Nations Cup Jumping, which now includes venues throughout Europe, the Middle East and the Americas, showed an increase of about 30% compared to the previous season.

Broadcast hours from 2012 virtually doubled in 2013, the first season of the reformatted series under the Furusiyya flag. Cumulative audience figures are also up for the series, which culminated in the historic first Furusiyya FEI Final at the Barcelona Polo Club, enjoying an increase of almost 110% compared to 2012.

Additionally, the event index for the series, which assesses the combined impact of broadcast hours and audience figures, has grown by an impressive 96% from 2012 to 2013, according to data produced by global sports marketing researchers Repucom.

While Europe remains the core market with the highest viewing figures, other regions are catching up. Thanks to the support of the Saudi Equestrian Foundation, which acts as title sponsor through its commercial arm Furusiyya, local and regional coverage in the Arabian Peninsula has increased significantly. There is also substantial growth in other parts of the world, notably the Asia-Pacific region and North America, which has been secured by FEI in cooperation with IMG Media, thereby further contributing to the overall global coverage of the series.

“The FEI is very grateful to the Saudi Equestrian Fund for its vision in supporting the Furusiyya series, and particularly to Ziyad Abduljahwad, who has made such an important contribution to maximising the recognition of the new Furusiyya FEI Nations Cup Jumping in the Arab region,” FEI President HRH Princess Haya said.

“The broadcast figures are extremely impressive and we are very happy that this new global series is getting the attention and the audiences that it deserves. We are optimistic we will achieve continued positive development and are looking forward to a fantastic 2014 season.”

Horsetalk.co.nz

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