The International Ski Federation -FIS- has strengthened its digital strategy during the 2025/26 season with the growing impact of the FIS Content Exchange Platform -CXP-, a tool that enables athletes and National Ski Associations to access competition clips and official photography for use on social media. The model places athletes at the centre of the narrative and expands the reach of content generated across the global snow sports ecosystem.

Thanks to audiovisual material sourced from all FIS World Cups, optimised for mobile consumption and fully aligned with broadcast rights, athletes and federations are increasing their digital presence and sharing stories in their own voice. The platform responds to a clear shift in sports consumption, where fans connect through specific moments and immediate reactions rather than long or delayed narratives.

From clip to story: the athlete as a communication channel

The FIS Content Exchange Platform was created with a simple premise: to provide fast and consistent access to official content that can be published shortly after competition. Through a centralised system, users can download broadcast-derived clips and official photography already formatted for social platforms, reducing editing time and ensuring visual consistency. According to FIS, the objective is “to enable more storytelling, in more markets and by more voices”, while fully respecting media rights agreements.

Following an initial rollout phase during the 2024/25 season, usage of the CXP has accelerated significantly in the current campaign, with athletes playing an increasingly central role. As of 7 January, 1,208 athletes and 65 NSAs were onboarded on the platform, with more than 10,000 total downloads, including approximately 6,600 photos and 4,200 videos.

The share of video content has grown notably. Athletes have published competition clips 489 times so far this season, representing a 239% increase year-on-year and surpassing the volume of posts made by NSAs. This evolution reflects a shift in usage patterns and highlights athletes’ ability to amplify official content through their own channels.

Social impact and expansion of the model

This growth is also reflected in reach and engagement metrics. Content distributed via the FIS CXP has generated 59.1 million impressions, a 182% year-on-year increase, alongside 2.7 million interactions, up 168%. The average engagement rate stands at 7.3%, rising to 8.5% for athlete-led posts.

The platform has also been extended to other parts of the federative calendar, including Para snow sports World Cups and Junior World Championships, enhancing the visibility of disciplines and categories that have traditionally received less media exposure and aligning storytelling efforts with the sport’s broader development objectives.

Rights, fast access and new monetisation opportunities

Content usage is governed by a clear regulatory framework. Clips and photographs may be published on the official channels of athletes and NSAs across platforms such as Instagram, Facebook, TikTok and YouTube, following a standard embargo period of 60 minutes after the competition ends and official results are confirmed. This system protects media rights and ensures consistent and compliant use of content.

For the first time, the model also allows direct monetisation on athletes’ and federations’ own channels through sponsored posts or brand integrations, within clearly defined guidelines. This approach forms part of FIS’ centralised digital platform strategy, aimed at increasing reach, engagement and the long-term sustainability of the global snow sports ecosystem.