World Equestrian Games reining coverage draws in 6 million viewers
October 18, 2010
For the past 10 days, the equestrian world has been focused on Lexington, KY, and the 2010 Alltech FEI World Equestrian Games (WEG), since this is the first time the event was held in the United States. It’s also the first time that WEG has been featured on national U.S. television with an amazing 8.5 hours of coverage on NBC Sports, the largest commitment ever made by a network to equestrian sports.
The National Reining Horse Association (NRHA) and the American Quarter Horse Association (AQHA) have worked for more than 20 years to have the sport of Reining be recognized by the Federation Equestre Internationale and included in the World Equestrian Games.
With the World Equestrian Games on U.S. soil for the first time, NRHA and AQHA teamed with corporate partner John Deere to highlight Reining and American Quarter Horses during the Games in a special demonstration arena. AQHA and NRHA officials also served as media advisers for the national broadcast.
Reining has enjoyed 2.5 hours of coverage and according to recent Nielsen ratings, the U.S. audience also has enjoyed watching the only western event in the Games. Nearly six million total viewers have watched both shows, the first of which debuted Sept. 26 featuring the team reining competition and the second on Oct. 3, which featured the individual reining competition.
NBC’s coverage of the Games concluded Oct. 10 with reining included as part of the overall WEG recap.
NRHA is an official sponsor of WEG and host to Reining demonstrations and the first-ever “Ride a Reiner.” “Ride a Reiner” has been a hit attendees by giving many the opportunity to ride a reining horse and feel the excitement first-hand.