The Premier Jumping League (PJL), the new global show jumping competition launching next year, has named ticketing and entertainment tech provider Fever as an official partner as it prepares for its inaugural season.
The tie-up will see Fever use its demand-generation technology and global distribution network across the PJL’s nine-event calendar, staged across North America, Europe, and the Middle East, as it looks to boost audience reach.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Fever’s general manager Hannah Joos commented: “The PJL is bringing show jumping to an extended fan base, building a sustainable future for the sport and putting the fan experience at its center.
“That's exactly where Fever can help: our platform connects the league with new audiences, our ticketing and premium offers strengthen its commercial foundation, and our data-driven approach makes every event day more personal.”
The partnership with Fever forms the backbone of the PJL’s plans to make elite showjumping more accessible and bring the sport to new audiences around the world, which will sit alongside the league’s free-to-air broadcast strategy and a production partnership with Box-to-Box Films, the production company behind the popular Formula 1 documentary ‘Drive to Survive.’
Neil Moffitt, chief executive of the PJL, added: “Fever brings proven technology, global reach and a deep understanding of how to identify and engage audiences beyond traditional fanbases.
“This partnership gives us the infrastructure to turn that reach into attendance across our global calendar, introducing more people to the extraordinary athletes and competition at the heart of our sport.
“As we build towards our first season in 2027, Fever will be an important partner in delivering our ambition to make elite showjumping more accessible to audiences around the world.”
Last week, the PJL announced the appointment of Aurora Media Worldwide as its host broadcast production partner under a three-year agreement.
Under the deal, Aurora will lead the production of the PJL's international host broadcast feed, highlights programming, and behind-the-scenes coverage across all nine events, which will make FTA part of its strategy to increase reach.
The broadcast agreement came five months after the league issued a tender for a host broadcast partner in May, two months after the league announced it would launch with a guaranteed prize pot of $300 million.
Most recently, horseracing’s governing body, the FEI, formally approved the league’s competition format, team structure and prize money distribution.
Starting in April 2027, the PJL will feature 16 teams competing across 14 international venues, with the competition aiming to create a sustainable economic model via a centralized sponsorship and broadcasting model. The events will involve top riders, including world number one Scott Brash.
The league is backed by McCourt Global, the investment firm of American billionaire and prolific sports team owner Frank McCourt, who previously held a 50% stake in the premium show jumping series, the Global Champions Tour, and founded the show jumping team, the Miami Celtics.
McCourt, who is named as founder and chairman of PJL, currently owns French soccer club Olympique de Marseille, but previously owned baseball’s iconic Los Angeles Dodgers.
To help attract new audiences, the league has partnered with production company Box to Box Films, the producers of the popular Formula 1 motor racing series 'Drive to Survive'.
The $300 million on offer across the nine events is one of the biggest investments in an equestrian competition.
By comparison, show jumping’s top-tier Global Tour distributed €22 million across its final flagship events last year, the Global Champions Tour and Global Champions League finals in Riyadh, as well as the Global Champions Prague Playoffs.
Specifically, €10.5 million was distributed across the 2025 LGCT and GCL Season Championships in Riyadh, which featured the world’s best athletes, while the GC Prague Playoffs saw a prize fund of more than €11.4 million split between the GCL Super Cup (€10 million) and GC Tour Super Grand Prix (€1.25 million).
