Watch brand Longines has inked a long-term deal that will see it the official timekeeping partner of Fédération Equestre Internationale (FEI).
It’s the biggest deal of its kind ever brokered by the FEI and awards Longines the title sponsorship of FEI World Cup Jumping.
“We are delighted to have concluded this strategic and historic partnership with the FEI,” said Nayla Hayek, Swatch Group’s board chair.
“It reinforces the traditional and long-lasting commitment of Longines in equestrian sports and makes the brand a major player in this field.”
FEI president, Princess Haya of Jordan, welcomed Longines as its first top partner. “This is the beginning of a new era for our sport and the FEI,” she said.
“Longines has always had a huge presence in our community, and our new partnership is a true celebration of our shared passion. This is an immense moment for the FEI. This long-term partnership with Longines will completely revolutionize the way we are able to produce our sport across all of our disciplines.”