“Viking Horses” take the Equestrian World by Storm

The first of a two-part feature on the Icelandic horse for FEI Equestrian World reached nearly 240 million. This is one of the biggest promotions for the Icelandic horse to date.

Pictures: Christiane Slawik

The first part went live at fei.org on February 20th. The programme is broadcast on FEI TV that has a global reach of over 238 million.

Entitled “Little Vikings: The Horses of Iceland”, the film features an interview with Jelena Ohm, the project manager of Horses of Iceland. She discusses the qualities of the Icelandic horse, its history and importance to the Icelandic people, the significance of Landsmót and the Horses of Iceland marketing initiative. The film also includes an interview with Diddi
Bárðarson, a forerunner among Iceland’s equestrian athletes.

In the second part, FEI TV visits the breeding farm of FEIF President Gunnar Sturluson and meets Guðmar Pétursson at his Hestaland stables, as he prepares a group of tourists for their horse-riding tour. The second part will be published on the FEI website in the coming month.

“The Icelandic horse with its origins, pure breeding, and the ability to adapt to harsh environments, coupled with the country’s dramatic scenery was a perfect story for the show,” says Director of the Film, Peter Clayton. “We witnessed the Icelandic horse in many scenarios – running wild in rugged countryside, being rounded up and prepared for tourist trekking, the arrival of a new foal and Landsmót. Having filmed at major horse shows
around the world, this was something completely different and a truly fascinating experience.”

Founded in 1921 and based in Switzerland, Fédération Equestre Internationale (FEI) is the international governing body of equestrian sports, including three Olympic disciplines: Jumping, dressage and eventing. The FEI television channels, websites and social media
reach hundreds of millions of horse lovers around the globe.

About Horses of Iceland

Established in 2015, Horses of Iceland is a strategic marketing plan developed by stakeholders in the Icelandic horse community to increase the awareness and strengthen the image of the Icelandic horse in international markets.


Therese Stub Alhaug
Therese Stub Alhaug


Therese is the editor of Equilife, and is truly dedicated to equestrian sports and horses. She started riding as a little girl, and enjoys her free time with her two horses back home. Portrait interview is her favorite topic, as it has the gift to inspire others through peoples stories, knowledge, training and general life-philosophy, and certainly, their lives with horses.

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