Raising the Bar: Longines Global Champions Tour

Longines Champions Tour | Repucom

Credit: Stefano Grasso/ LGCT

Since it was founded by Olympic gold medallist Jan Tops, Longines Global Champions Tour has established itself as the world’s leading international equestrian series attracting a prestigious Title Partner in Longines and hosting events in stunning destinations worldwide.

The 2015 championship circuit is in full swing, with 15 events across Europe, North America, Asia and the Middle East.

The 11th leg of the season took place in London, with three days of high-calibre show jumping competitions featuring the world’s top riders and Olympic champions – including Team GB’s gold medallists Scott Brash and Ben Maher.

The organisation of the international series is a logistical feat with events taking place in capital cities like Paris, London, Doha and Madrid and ocean front and Riviera locations including Monaco, Cannes, Miami Beach and Cascais, Estoril.

International media interest in the Tour is growing, along with the fanbase and sponsors as the circuit continues its strategic expansion.

Strategic expansion

Longines Global Champions Tour Sport Director Marco Danese says: “We’re making a lot of effort to grow the Tour, to grow our fanbase even further and to attract more sponsors and media. It’s crucial for the future growth of the sport, whether it’s spectators at an event, watching on television or watching a live stream on our website and on social media. It is about attracting people from all ages and all backgrounds, in addition to the high profile and high net worth supporters who follow the Tour during the year.”

Longines Global Champions Tour works with Repucom to analyse the depth and breadth of exposure and value generated by its increasing popularity and worldwide media presence. The work with Repucom includes evaluation of the media footprint of the Tour and its partners, in terms of both broadcast coverage and exposure via print, online and social media and an examination of sponsorship value.

Danese adds:“It’s important to work with a company like Repucom on the strategic approach, measurement and on the results, to analyse and interpret what they mean for all our stakeholders.”

Commercial growth

The partnership with Repucom has been designed to allow the Tour a greater insight into the value of its media coverage, audience and commercial assets, to highlight areas for growth and potential future development, and to support commercial strategy.

Swiss watchmaker Longines has partnered with the Tour in a multi-year agreement and benefits from the worldwide TV and online and social media exposure, along with other sponsors of the Tour. TV exposure can be gained from a branded sponsor fence in the competition arena, which is captured on TV broadcasts, to LED boarding and visibility around the arena. TV partners include Eurosport, a long term partner of the Tour, BeIN Sports and highlights and news programmes, which appear on national channels and international channels like Bloomberg and CNN.