The International Ski and Snowboard Federation -FIS- has launched an ambitious commercial consolidation strategy during its recent autumn technical meetings. The agreement with Azerbaijan Tourism as “Global Destination Partner” stood out as the major announcement, covering everything from the World Championships to several World Cup circuits in Moguls, Aerials, Ski Cross and Snowboard Cross.
The deal with Azerbaijan runs for five years, from the 2025/26 to the 2029/30 season, and includes presentation rights, branding and promotions across the full range of snow disciplines. Beyond financial stability, the contract enhances FIS’s bargaining power with other partners by showcasing the global reach of its circuit. The federation has not yet disclosed the financial terms.
Audiovisual innovation as a monetizable asset
FIS is also focusing on technologies that enhance the value of sports content. The adoption of devices such as the goggle cam, drone-based evaluation in slopestyle —to debut in Flachau, Austria— and the VOGO video review system in Snowboard Cross are designed to reduce controversy and boost the appeal of competitions for broadcasters and digital platforms.
These tools generate fresh angles, unique perspectives and technical sponsorship opportunities (camera brands, drone systems, software), strengthening both broadcast revenues and commercial insertions.
Emerging markets and audiences strengthening the business model
According to internal FIS estimates, global reach for Moguls and Aerials increased by 10-15% compared to the previous season. In absolute numbers, Moguls reached over 25 million cumulative viewers and Aerials surpassed 18 million. Competitions such as Dual Moguls in Almaty or the Aerials World Championships in Lake Placid attracted between 900,000 and 1.2 million viewers in their finals, according to figures presented at the meetings.
The addition of venues such as Dongbeiya (China) and Isola 2000 (France) to the Snowboard Cross calendar, along with Kopaonik (Serbia) joining Ski Cross, reflects the roadmap for geographic diversification.
Beyond sport, these new destinations open doors to local sponsorship markets, tourism opportunities and emerging ski hubs in Asia and Eastern Europe. In this context, Azerbaijan’s strategy also aims to reposition its ski resorts —such as Shahdag— as permanent advertising platforms.
Operational optimization models
Another highlight is the collaboration between FIS and the Norwegian School of Sport Sciences (Oslo) to develop virtual designs of Ski Cross courses using 3D models that simulate speeds and trajectories before construction. This innovation improves safety, reduces building costs and supports technical planning for venues.
In addition, newly developed studies on jump dynamics will be incorporated into the training of coaches and judges, raising technical consistency across events —a key factor in maintaining product standards for sponsors and broadcasters.
With this strategic shift, FIS places broadcasting rights, global sponsorships, premium content and international expansion at the center of its economic model. However, effective monetization will depend on securing robust media contracts and converting audiences into sustainable commercial value. For now, the agreement with Azerbaijan Tourism and the technological push position FIS with strong negotiating leverage in a highly competitive landscape.
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