The Longines Global Champions Tour has confirmed a significant new chapter in its international growth, announcing a five-year media rights partnership with Migu TV during the official launch of its Shanghai leg.
The agreement signals a clear intent to deepen the Tour’s footprint in China, a market it has cultivated steadily over the past decade through its Shanghai event. By aligning with one of the country’s largest digital sports platforms, the series positions itself in front of a vast and increasingly engaged audience.
Migu TV stands among China’s foremost digital broadcasters, carrying more than 30 major global sporting properties, including the Olympic Games, football’s World Cup, the Premier League and the NBA. Its reach is formidable — around 350 million monthly active users and upwards of 1.7 billion video views each month — offering a powerful stage for the Longines Global Champions Tour to showcase elite show jumping. The scale is further amplified by China’s wider digital landscape, where mobile connectivity exceeds one billion users.
Under the terms of the Longines Global Champions Tour Migu TV broadcast deal, all Grand Prix classes and Global Champions League (GCL) team competitions will be aired across China annually. The move ensures that audiences across the country will have consistent access to the sport’s top riders, leading horses and some of the most recognisable venues on the international circuit.
Jan Tops, Founder and President of the Tour, described the partnership as a decisive step in strengthening its global media presence. He emphasised China’s longstanding importance to the circuit and highlighted the opportunity to reach millions of new viewers through Migu’s expansive platform.
The timing of the announcement adds further weight. In 2026, the Longines Global Champions Tour marks its 20th anniversary, a milestone that underlines its status at the summit of show jumping. The Longines Global Champions Tour Migu TV broadcast deal arrives as part of broader efforts to extend the sport’s reach, attract new audiences and reinforce its global appeal.
For China, the collaboration also reflects a continuing investment in equestrian development. Since establishing a foothold in Shanghai, the Tour has contributed to growing interest and participation in the sport. Enhanced visibility through digital broadcasting is expected to accelerate that trajectory, bringing top-level competition closer to fans and aspiring riders alike.
As the Tour looks ahead, the Longines Global Champions Tour Migu TV broadcast deal represents more than a media arrangement — it is a strategic bridge between established excellence and a rapidly expanding audience, ensuring the sport’s momentum continues well into its third decade.
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