Executives of Rolex Watch have agreed to significantly expand their sponsorship relationship with the Federation Equestre Internationale. The Swiss-based watch-makers, the title sponsor of the Rolex Kentucky CCI**** since 1981, will underwrite a half-hour TV program called “FEI Equestrian World,” scheduled to be released each month, starting in February.
The show will be produced by MBPtv, the FEI\’s TV coordinators, and distributed worldwide by Trans World International. There\’s no word yet on what channels will carry it in the United States.
According to an FEI statement, “FEI Equestrian World” will “concentrate on the spirit of the sport and the lifestyle surrounding it. The program will introduce remarkable personalities, be they riders, coaches, course designers, veterinarians or representatives of any of the numerous horse sport professions.”
The Infanta HRH Dona Pilar de Borbon, the FEI\’s president, called the TV program “a long-standing ambition of the FEI\’s that is finally coming into being.”