REDTORCH, a London-based digital communications agency, will work alongside the FEI and manage its overall social media production, including the launch of discipline-specific social media channels.

According to the FEI, "REDTORCH has developed a digital strategy to engage and grow audiences in each of the eight equestrian disciplines and to increase their commercial value across all digital platforms, including FEI.tv."

Ralph Straus, commercial director at the FEI, said: "As sport continues to evolve, the FEI are looking for new and exciting ways to keep our audiences engaged.

"REDTORCH has a proven track record of delivering on this objective for international sports rights holders, so we are pleased to partner with them and explore our potential in the digital space."

REDTORCH chief executive Jonny Murch added: "The FEI is a forward-thinking organisation with ambition.

"It has a range of events that appeal to different audiences and it recognises how social media can play a pivotal role in serving each audience more effectively. 

"It's a pleasure to work in partnership with them and share equestrian experiences, values and opportunities with millions of people worldwide."