United States Eventing Association

Always trying to introduce equestrianism to the masses, the Fédération Equestre Internationale (FEI) is using the 2016 Rio Olympic Games to put on a fresh face for horse and non-horse enthusiasts alike. They are focusing their efforts on the most unique feature of the sport: the relationship between horse and rider – branding their campaign #TwoHearts.

“The #TwoHearts campaign emphasises the special bond between horse and rider, introducing our sport in a new way to fans around the world,” FEI President Ingmar De Vos said. “Equestrian sport is all about the connection, intuitive link and committed partnership between the two athletes, which make our sport one of the most compelling at the Olympic Games.”

Photo Courtesy of the FEI.

Once the International Olympic Committee’s (IOC) Agenda 2020 was introduced, equestrian sport’s place in the Olympic Games was threatened as the IOC urged the FEI make the sport more easily understood by a non-horse audience, among other suggestions. Since then, the FEI has used the Rio Olympics to rebrand themselves, and thus #TwoHearts was born.

Leading up to the Games, FEI began introducing fun and educational graphics, animations and videos across their social media platforms. The Fédération also launched a new website, fei.org, which they say, “caters to the wider equestrian community and new fans by offering a 360˚view of equestrian sport. From lifestyle and fashion to the many personalities that make our sport unique or even the rich heritage that underpins equestrian history – we have a lot to celebrate and share”

FEI Secretary General Sabrina Ibáñez (centre), born in El Salvador and excited to be at the FEI Equestrian Playground at the Rio 2016 Olympic Games, the first in South America, with sports fans. Martin Angerbauer/FEI Photo.

On the ground in Brazil, the FEI has set up an Equestrian Playground in the Deodoro Olympic Fan Park. Here, spectators can learn more about the three equestrian Olympic disciplines and have a go at it themselves aboard a horse simulator. The one-ton machine is affectionately named “Biscuit” and gives people the real feeling of riding a horse.

The most outrageous of their brand transformation would be the “Hoofloose” which introduces the three equestrian disciplines, which has received a variety of responses as it actually doesn’t include any horses, but 80’s themed humans imitating equines – masks and all.

“It’s a departure from tradition, some might say it’s pretty radical, to be reaching out to new audiences in this way and we’re excited to help unravel some of the mysteries of our sport and enable everyone to get involved”, FEI Secretary General Sabrina Ibáñez says. “We have a sport for all ages where men and women compete side by side, and there’s nothing quite like the magical partnership between horse and rider.

A spectator getting invovled on cross-country. @FEI_Global screen grab.

“Equestrian sport has been part of the Olympic movement for 104 years and is growing in popularity across the globe, so it is the perfect opportunity to harness the excitement and inspire a whole new world of fans to engage in the sport.”

Whether well-liked by the equestrian community or not, these efforts definitely give the FEI a younger and more exciting voice. The touching photos and videos relate to animal lovers across the globe and help educate on what equestrian is all about. As the FEI continues to face changes to all three sports, which have never been exempt to change, we hope these efforts continue to bring in new fans and supporters.

Join the conversation, use the hashtag #TwoHearts on social media.