By the end of the newly signed deal, the two organisations will have worked together for seven years.

"We’re delighted to continue our journey with Redtorch," said FEI commercial director, Ralph Strauss.

"It has demonstrated an incredible level of agility and creativity over the past few years, helping Equestrian Sport reach a new level on social media."

The London-based company provides non-exclusive support across the FEI's website and social media platforms.

"From campaigns such as #BeOne at the 2018 Tryon World Equestrian Games and Tokyo 2020’s #WeDontPlay - and everything in between - we’re incredibly proud of what, alongside our Editorial Partner Squires Media, we’ve achieved together," said Redtorch director Alex Ross.

"From the word go, their team have been nothing but supportive and open to fresh strategies and ideas - it’s been a true partnership!

"Our goal for the next 3 years is simple: to ensure that FEI continues to punch above its weight on social media, attracting and retaining new audiences."

The #WeDontPlay campaign was introduced to "celebrate the unique connection between horse and athlete putting the spotlight on a sport where all genders compete against each other".

It began with a video created around the message of "We Don't Play. We jump, we fly, we ride!" and garnered more than 612,000 views, a reach of 5.6 million and 53,500 engagements across the FEI's digital channels.

In addition to the FEI, Redtorch has been a long-time partner to the International Skating Union, International Canoe Federation, Association of National Olympic Committees and the International Festival of Extreme Sports.