Longines as FEI Top Sponsor Partner with Largest & “Very Long-term” Deal
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LAUSANNE, Switzerland, Dec. 27–Longines has become the International Equestrian Federation’s first Top Partner with the largest and “very long-term sponsorship deal” that the FEI said will impact all disciplines.
Under the new agreement that the FEI described as the biggest sponsorship deal it has ever brokered, the Swiss watchmaker becomes the Official Top Partner, Official Timekeeper and Official Watch of the FEI. Longines will take on a number of key FEI properties including title sponsorship of the FEI World Cup Jumping before the start in October of the 2013/2014 season.
The FEI did not provide a term or value of the agreement and whether Rolex, also a Swiss watchmaker, would remain as a major sponsor of equestrian events. Rolex is the current sponsor of World Cup Jumping and other events around the world.
The new deal will be signed by FEI President Princess Haya and Nayla Hayek, chair of the Swatch Group Board of Directors at a ceremony in Lausanne Jan. 15. The FEI said full details will be available then.
“I am totally thrilled to welcome Longines as the FEI’s first Top Partner,” Princess Haya said. “This is the beginning of a new era for our sport and the FEI.
“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. I am enormously grateful to Mrs. Nayla Hayek and her Board for recognizing the incredible potential and possibilities of the ever-growing equestrian sport.”
Nayla Hayek, Chair of the Board of Directors of the Swatch Group, said: “We are delighted to have concluded this strategic and historic partnership with the FEI. It reinforces the traditional and long-lasting commitment of Longines in equestrian sports and makes the brand a major player in this field. We are looking forward to being involved in the great events organized by the FEI. This multi-faceted partnership also provides us with a great platform to strengthen the Longines brand presence worldwide. I would like to express my deepest appreciation to HRH Princess Haya and the Board of the FEI for giving Longines their trust.”