FEI Unveils “A Bond Like No Other” Global Campaign Ahead of Paris 2024
With just weeks until the Paris 2024 Olympic and Paralympic Games, the Fédération Equestre Internationale (FEI) has launched its global marketing campaign celebrating the profound connection between horses and humans in equestrian sport.
Titled “A Bond Like No Other”, the campaign honors the art of good horsemanship and the unique, enduring bond between equine and human athletes. Created in partnership with London-based marketing agency Redtorch, the initiative aims to engage existing Olympic/Paralympic equestrian fans while also connecting with a wider audience outside the sport.
“Equestrian sport is based on a relationship between two sentient beings, each with their own character, coming together to form a relationship that develops and grows over time,” explained FEI Secretary General and President of the Association of Paralympic Sports Organisation (APSO) Sabrina Ibáñez.
The visually-driven global campaign will roll out across digital platforms and at the Olympic/Paralympic Games venues in Paris. Key campaign elements include:
- Powerful imagery and video footage spotlighting the extraordinary unity between horse and human
- Personal stories from Olympic and Paralympic athletes highlighting their bond with their equine partners
- Behind-the-scenes content providing a rare glimpse into elite training and competition days
- Engaging social media activations and fan opportunities
With the Olympic Games Opening Ceremony on July 26th, the campaign comes at a pivotal moment to attract new fans and share the skill and alliance required for equestrian success on the world’s biggest stage.
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