China Media Group (CMG) President and International Equestrian Federation (FEI) President Ingmar De Vos convened in Lausanne this week, pledging to expand equestrian culture and Olympic values across China. The high-level meeting signals growing momentum for niche sports in the world's second-largest economy.
With equestrian events gaining traction among China's urban middle class, CMG emphasized its commitment to broadcasting major competitions and fostering public engagement. "We see tremendous potential to cultivate appreciation for equestrian traditions while embracing modern sporting excellence," the CMG President stated during the talks.
De Vos acknowledged CMG's pivotal role in elevating the sport's profile, noting: "Our partnership has already brought world-class events like the FEI World Cup™ to Chinese audiences. We aim to develop more youth programs and training initiatives."
The collaboration aligns with broader efforts to promote Olympic values ahead of future international sporting events. Both parties agreed to co-produce educational content highlighting sportsmanship and cultural exchange.
This partnership comes as China intensifies efforts to develop its sports economy, with equestrian-related industries projected to grow 12% annually through 2030, according to industry analysts.
