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FEI broadens partnership portfolio with double deal

The International Equestrian Federation (FEI) has signed new partnerships with travel and events management business ATPI Sports Events and French camera equipment company Move’N See.

ATPI Sports Events will run the FEI’s corporate travel needs as the federation’s official travel agent. Its dedicated official FEI travel desk will provide essential and wide-ranging services for the FEI’s stakeholders, including athletes, national federations, officials and event organisers.

The specialist ATPI Sports Events team will create hospitality packages for major FEI events and holiday experiences for equestrian fans. Terms of the deal were not disclosed.

Meanwhile, the FEI has signed a three-year agreement with Move’N See, famous for its Pixio auto-follow camera which has been used for equestrian sport training since its launch in 2015.

The new partnership sees Pixio become an official supplier for the discipline of dressage, as well as an official sponsor of FEI Campus, the federation’s e-learning platform.

The collaboration marks another step forward in the FEI’s commercial and marketing strategy, which emphasises the federation’s governance of seven unique sports, all of which have their bespoke characteristics, positioning and target audiences. The strategy has been in place since November 2017.

“Pixio’s international reach and taste for innovation falls perfectly in line with the platform the FEI is able to offer as well as our continued embrace of the latest technologies,” FEI commercial director Ralph Straus said.

“It is the only robot camera able to film both indoors and outdoors with unrivalled tracking and zooming features. Since its launch, the product has proven to help athletes, breeders and coaches in various scopes through lessons, competitions, sales and even live streaming for distant coaching.”

Move’N See founder Eric Willemenot added: “We really identified with the FEI’s discipline approach, which corresponds perfectly with how our customers are using Pixio most of the time: enriching their technical debrief, sharing, and taking lessons through internet with a distant coach.

“With Pixio auto-follow cameras now being sold in more than 40 countries, and the FEI able to offer us a bespoke package focused around our specific needs, meant that this was the right time for us to step up our global exposure in equestrian sport.”