Global Media Reach Skyrockets to Over 4.5 Billion Impressions with Coverage Published in More Than 65 Countries
Tryon, NC, USA - October 26, 2018 - More than 4.7 million U.S. viewers tuned into NBC Sports' presentation of the FEI World Equestrian Games™ Tryon 2018 (WEG) across NBC, NBCSN and The Olympic Channel on September 11-23, 2018. Over the duration of the two-week period, the WEG received 11 airings of equestrian competition totaling 65 hours of coverage with 57 hours of live coverage. Viewership peaked for the last day of Jumping competition, which was broadcast live on NBC on Sunday, September 23, 2018. Viewers watched in awe as Simone Blum of Germany was crowned the victor, going down in history as the first female to ever win an individual gold medal in Jumping at a WEG. The event also included record setting FEI digital viewership of 16.5 million video views, 84.2 million impressions and 1.6 million in engagement. Within the next few weeks, global viewership numbers will be released. The event also delivered incredible media exposure for equestrian sport, totaling more 4.5 billion global media impressions and was referenced in over 14,000 articles.
Some of the equestrian sports broadcast from the WEG included: Dressage Team & Individual Grand Prix competitions, Endurance Team & Individual rides, Eventing Cross-Country, Eventing Jumping, Vaulting Individual Female & Male competitions, Vaulting Squad, Vaulting Freestyle, Jumping Teams, Jumping Individuals, Driving Marathon, and Driving Cones.
"Two of our core goals for hosting the WEG were to introduce equestrian sport to a broader U.S. audience and to promote sponsorship within the sport. This level of viewership exceeded our expectations and will position us to attract even greater levels of sponsorship. We are incredibly thankful to NBC Sports for continuing to see the value of covering equestrian sport and for partnering with us on the 2018 FEI World Equestrian Games with an investment of more than 60 hours of unprecedented coverage. The 4.7 million unique domestic viewers are a testament to the increasing level of interest people have for horse sport and an important milestone in our mission to grow the equestrian industry," said Mark Bellissimo, Managing Partner of Tryon Equestrian Partners and CEO of Tryon International Equestrian Center.
"The FEI World Equestrian Games is the sport's most diverse event as it features championships for all eight disciplines and NBC's expertise in sports broadcasting meant we had the opportunity to offer first-class coverage of the Games to the widest possible American audience," Ralph Straus, FEI Commercial Director said. "This collaboration with NBC resulted in unparalleled exposure of our sport being broadcast live across the network which was a huge step forward in gaining a new wave of interest in equestrian and the ideal platform for expanded exposure of our athletes, our sport and our partners."
"Further, a number of new major national sponsors have entered the industry including Coca-Cola, Bank of America Merrill Lynch, U.S. Trust, Mars, Inc., Pedigree, Polaris®, Johnson Controls, United Rentals, Atrium Health, Sharp Electronics, and New Holland, to name a few. Many of these sponsors have signed up for multi-year deals across our properties," added Bellissimo.
The WEG received extensive coverage showcasing the best equestrian athletes in the world. For many athletes and teams, the WEG was the qualifier for the upcoming Tokyo 2020 Olympic and Paralympic Games. As history was being made at the WEG, NBC Sports was there, immersed in all the action. One of the highlights was Team USA clinching the gold medal in Jumping for the first time ever at a WEG, followed by Team USA's first gold medal for Driving. NBC Sports caught all the live action, as well as the priceless expressions in the awards ceremony, from competitors and fans alike.
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