Snow, the Alps, and passion for winter sports have become a universal language that unites cultures and generations. In this scenario, the International Ski and Snowboard Federation (FIS) and Ski Austria have taken a step that goes beyond administration to touch the very essence of the sport: its ability to reach further, inspire, and remain alive in collective memory. Both institutions have signed a historic international media licensing agreement, valid for seven seasons, which will set the course for the broadcasting of the FIS World Cup in Austria until 2034.

This pact not only aims to centralize the management of broadcasting rights but also to ensure that every race, jump, and descent can be seen and celebrated around the world. Starting in the 2027/28 season, FIS will directly oversee the distribution of these rights, entrusting Infront with their global projection. It is an alliance that combines innovation, vision, and tradition, opening a new chapter in the history of winter sports.

A future-focused agreement

The president of FIS, Johan Eliasch, described this advance as “a decisive step toward the future of the sport,” emphasizing that centralizing the rights will allow for a more consistent, attractive, and digitally aligned product. In his view, this change will not only generate greater visibility and new investments but also bring winter sports closer to new audiences and future generations.

For his part, Christian Scherer, Secretary General and CEO of Ski Austria, praised the sustainable nature of the agreement and the opportunity to preserve the prestige of landmark events such as the World Cup Opening in Sölden, the Hahnenkamm Races, or the legendary Four Hills Tournament. These venues, steeped in history and emotion, will not only continue to attract local fans but can now be shared with a broader global community than ever before.

Tradition renewed on a global scale

The relevance of this agreement is not only commercial. As highlighted by Bruno Marty, Senior Vice President of ProSports at Infront, it is a unique opportunity to bring the excitement of these competitions to new latitudes, ensuring sustainable growth and global visibility. With this alliance, FIS and Ski Austria aim to guarantee that winter sports not only remain relevant but also expand strongly in a world where borders are increasingly digital.

More than a contract, this is a commitment shared to preserve the essence of a sport that lives in the thrill of speed, the beauty of the mountains, and the strength of its athletes. It is a reminder that skiing and snowboarding are more than disciplines: they are part of a cultural heritage that, with agreements like this, will continue to shine in the eyes of millions of people around the world.