Big Plans, Modest Calendar...
Yes, there have been medal wins and flashy arenas. But for a sport that claims tradition, transparency, and values as its cornerstones, this push into heavily choreographed territory is interesting. Is this genuine growth—or just a well-lit stage...
With over 1.4 billion people, China is one of the world’s biggest markets. And according to equestrian’s global governing body, it's also one of the fastest-growing ones for the sport. The latest proof? A couple of shiny new media deals signed during a recent visit to Beijing.
Two of China’s major state broadcasters will now help push equestrian content—highlights, athlete stories, and live coverage—across the country. The aim? To build excitement ahead of major competitions like the LA Olympics and the FEI World Championships in Germany.
But beyond the press photos and grand statements, the numbers tell a different story. In 2025, China is set to host a total of thirteen international equestrian competitions.
Thirteen.
Across all disciplines.
In the entire country.
For context: some small nations in Europe host way more FEI events annually than that.
Sure, China has invested in glossy venues and achieved a few notable podiums—like a silver in Endurance at the 2024 Worlds, and medals in Eventing at the 2023 Asian Games.
However, the sudden media push feels less like grassroots development but more like a staged production. The kind that sells the image of progress, rather than proving it with numbers on the ground.
There’s no doubt that increased visibility helps. But in a country this large, with a tightly controlled media landscape, it’s fair to ask: who’s this for—and what’s the long game?
