In a significant move toward modernizing snow sports, the International Ski and Snowboard Federation (FIS) has announced the centralization of broadcast rights for World Cup events. This initiative, set to take effect in the 2026/27 season, is designed to increase the sport’s global visibility and maximize its commercial appeal. After months of negotiations, leading National Ski Associations (NSAs) have agreed on a framework that enables FIS to market the rights as a single global package.
The agreement represents a turning point in the history of snow sports. National news agencies covering the World Cup—except for Austria—have embraced this centralized system, streamlining the management and distribution of rights. In collaboration with Infront, a leading sports marketing agency, FIS has structured this model to enhance accessibility, attract new audiences, and ensure long-term stability for stakeholders.
A GAME-CHANGING MOVE
Centralizing broadcasting rights will not only lead to a significant increase in revenue but also grant participating NSAs greater control over the management of their rights. Additionally, new opportunities for fan engagement and content creation will emerge. This unified approach ensures the sport becomes more globally accessible, enabling audience expansion and sparking greater interest in FIS World Cup events.
According to Johan Eliasch, FIS President, this move is a crucial step in bringing snow sports into the 21st century. “This is a historic day for snow sports,” Eliasch stated, highlighting that the agreement will provide tangible benefits for athletes, including potentially higher prize money and stronger connections with fans through innovative digital platforms.
VISION AND STRATEGY
The agreement has a long-term scope, extending through the 2033/34 season. This stability will be critical for stakeholders’ planning while offering greater predictability in scheduling and revenue streams. The FIS strategic plan includes strengthening existing partnerships and developing new products to ensure the sustainability of snow sports.
The centralization effort is complemented by an updated governance framework, incorporating new decision-making bodies to ensure cooperation between FIS and NSAs. Bruno Marty, Infront’s Senior Vice President of ProSports, emphasized that this agreement represents a “paradigm shift” for the future of snow sports, underscoring how consolidating rights will boost both revenue and global exposure for the World Cup.
