April 8, 2016 
“What you’re facing is nothing less than a reality check for the sport,” said FEI’s Olympic Press Committee member Alan Abrahamson at the FEI Sports Forum on Tuesday.
“A lot of the public don’t know anything about equestrian sport. There are tons of new sports trying to knock on the Olympic door. Skateboarding, surfing and rock climbing are almost guaranteed to be on the Olympic programme for Tokyo because they are perceived as cool and sexy sports. You know you’ve got a great sport. You have that core audience, what you need are more and younger fans. This is not a crisis point. It’s not a moment of desperation for you, it’s a moment rich with opportunity.”
And then all 320 delegates jumped to their feet and gave Abrahamson a standing ovation.
Or, at least, they should have. Because the former Los Angeles Times and NBCOlympics.com correspondent gives excellent advice. Except maybe the rock climbing being sexy bit. Have you seen the toe shoes rock climbers wear? Ew.
In any event, it appears the FEI is taking Abrahamson’s words to heart. The newly launched #TwoHearts campaign is calling on equestrian enthusiasts to spread the love of horse sport on the #RoadToRio this summer. Which, I think we can all agree, is not only a genius idea but also a sexier one than skateboarding, surfing and rock climbing combined. (Because tall boots. It’s all about the tall boots.)
#TwoHearts. One love.
