The FEI is responsible for a variety of different horse sport disciplines ranging from show jumping and eventing through to more niche sports such as carriage driving and endurance.
This is both the first win for Lexis’s new head of sport Will Oscroft and the agency’s first sports commercial consultancy.
Oscroft said: ‘It is a constant challenge to expand the appeal of these sports to reach out to new audiences whilst capitalising on the commercial value within each sport.’
Oscroft added that Lexis will be working closely with the commercial department of the FEI to capitalise on the fact that horse sport appeals to an up-scale family audience and that it is one of the only Olympic sports when men and women compete on equal footing.
The FEI is also expanding its event-based sponsorship opportunities within jumping and dressage, as well as capitalising on the increasing demand for content through the development of a web TV platform.