The International Ski and Snowboard Federation -FIS- and TikTok have renewed their partnership for the 2025/26 season with the aim of expanding audiences, strengthening digital presence and engaging younger fans. The platform returns as official entertainment partner following an initial collaboration that elevated winter sports to a new level of global visibility. The agreement also coincides with a season leading into the Milano Cortina 2026 Olympic Games, a context in which overall audience interest is expected to grow.
The partnership activates nine official discipline-specific accounts and consolidates a strategy built around native content, visual storytelling and formats designed for mobile consumption. The approach reflects a broader shift towards taking competitions beyond traditional broadcast channels and reaching users who increasingly discover sport directly through social media platforms.
Hundreds of millions of views and sustained follower growth
The impact of this digital strategy is reflected in last season’s figures. Content published across FIS TikTok channels surpassed 400 million views, setting a new benchmark for winter sports on the platform. This exposure was supported by a sharp increase in output, with the number of posts rising by 1670 percent, significantly boosting the daily visibility of competitions in digital environments.
The expansion in content volume translated into follower growth of 640 percent, alongside a 4400 percent increase in reach and engagement, consolidating a global community around the #wintersport hashtag. One of the most prominent examples was a ski jumping clip featuring Austrian athlete Daniel Huber, which exceeded 100 million views and generated more than 30,000 comments, highlighting the scale of audience interaction.
Athletes at the centre of the digital strategy
A key pillar of the renewed agreement is the enhanced role of athletes as content creators. FIS and TikTok have introduced a dedicated support programme offering workshops and educational sessions designed to help athletes build sustainable and authentic digital profiles aligned with sporting values.
The programme is open to athletes across all snow sport disciplines and from the 141 nations affiliated with FIS, enabling direct engagement with fans and commercial partners. Among the most active profiles on the platform are Mikaela Shiffrin, Sofia Goggia, Chloe Kim, Andri Ragettli, Scotty James and Brenna Huckaby, who use TikTok to share training routines, competition moments and personal experiences. This athlete-led approach strengthens individual storytelling while adding credibility and diversity to the broader digital narrative of winter sports.
Official content and fan participation
The strategy is also supported by the FIS Content Exchange Platform (FIS CXP), which provides athletes and national associations with access to official competition footage. The initiative aims to increase reach, build stronger digital communities and establish clear, transparent frameworks for content use and monetisation on social platforms.
The 2025/26 season further introduces the first global winter sports posting campaign on TikTok, inviting fans to create and share videos linked to official competitions. The initiative connects digital engagement with rewards tied to FIS calendar events, strengthening the link between online communities and live sport experiences.
For Benjamin Stoll, Digital and Innovation Director at FIS, “TikTok offers a powerful platform to bring fans closer to the moments that define our sports and to enable athletes and supporters to share stories directly.” From TikTok’s perspective, Dominic Burns, Head of Operations for the UK, Ireland and Nordic countries, highlighted the platform’s role in facilitating discovery and expanding the global reach of winter sports disciplines.
