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16 Nov 2018

FEI's bespoke approach at work as Pixio becomes dressage sponsor

The FEI, the international governing body for equestrian sports, has today named Move ’N See, the French camera equipment company, as a new commercial partner, in a three-year deal.

The partnership builds on the extensive use of the firm’s Pixio auto-follow camera in equestrian training, notably dressage, since its launch in 2015.

Pixio becomes the FEI Dressage Official Supplier and Official FEI Campus Sponsor in a relationship intended to improve training in dressage.

The FEI emphasised that the collaboration is further evidence of the commitment to bespoke sponsors for the seven distinct disciplines it oversees, in a commercial and marketing strategy adopted 12 months ago.

Ralph Straus, the FEI commercial director, said: “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. It is the only robot camera able to film both indoor and outdoor 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.” 

Eric Willemenot, who founded Move N’ See in 2011, 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.” 

Unveiling the new strategy last year, Straus told Sportcal that the FEI would be seeking title sponsors for six of its seven disciplines – dressage, endurance, driving, eventing, vaulting and reining – effectively giving brands the opportunity to “own a discipline.”

Longines, the Swiss luxury watch brand, is already the title sponsor for top events in jumping.