FIS Extends TikTok Partnership to Amplify Winter Sports, Adds Stora Enso as Sustainable Partner for 2027 Nordic Championships

Breaking: FIS Extends TikTok Partnership as Falun 2027 Nordic Worlds Welcomes Stora Enso Premium Sponsor

the International Ski and Snowboard Federation is extending its collaboration with TikTok, keeping the short‑form platform as the official entertainment partner and expanding content across nine FIS disciplines for the upcoming season. the renewal also launches a global fan‑engagement push with exclusive prizes for supporters.

Under the renewed pact, TikTok will continue to host official entertainment content on FIS channels, with additional material from nine competition streams.

The renewal follows a successful frist year,with FIS channels surpassing 400 million views; content across nine channels up 1,670%; and followers up 640%.

A clip featuring Austrian ski jumper Daniel Huber drew more than 100 million views and generated over 30,000 comments on the FIS ski jumping channel.

Beyond visibility gains,the partnership includes direct support for athletes. The FIS provides competition footage from every World Cup across all Olympic disciplines to athletes and national associations for use on their official social media channels.

The deal also encompasses a global campaign designed to reward fans with exclusive prizes and experiences.

New Premium Sponsor for Falun 2027 Nordic Worlds

In parallel, the federation named Stora Enso as a premium partner for the 2027 Nordic World Ski Championships in Falun, Sweden. The sponsor will supply renewable, wood‑based and recyclable solutions, including wooden structures and enduring prizes and catering products, as part of the federationS sustainability push.

The Falun event will run from February 24 to March 7, featuring top competitors in cross‑country skiing, ski jumping and Nordic combined at the Lugnet Venue.

Stora Enso has a longstanding relationship with the Nordic Worlds, serving as presenting sponsor for Trondheim 2025 and main sponsor for falun 2015. It has also supported Planica 2023, Oberstdorf 2021, Seefeld 2019, and Lahti 2017.

Key Facts at a Glance

Aspect	Details
Official partnership	TikTok remains the FIS’s official entertainment partner; content across nine disciplines
Global reach	FIS channels exceeded 400 million views; nine channels boosted content by 1,670%; followers up 640%
Highlight clip	Austrian ski jumper Daniel Huber video reached over 100 million views; 30,000+ comments
Athlete support	FIS provides competition footage to athletes and national associations for social media use
New premium partner	Stora enso for the 2027 Nordic Worlds in Falun
Event dates	Feb 24 – Mar 7, 2027 (Lugnet Venue, falun)
Past Stora Enso sponsorships	Trondheim 2025 (presenting); Planica 2023; Oberstdorf 2021; Seefeld 2019; Lahti 2017; Falun 2015

Evergreen insights

The partnership underscores a broader shift in sports marketing: short‑form video is central to audience engagement, while sustainability commitments align with global expectations for major events. By giving athletes official footage and partnering with a platform that reaches millions, the federation aims to cultivate lasting interest beyond race days. The Stora Enso collaboration highlights how sponsors are prioritizing renewable materials and recyclable solutions, turning venues and prizes into sustainability demonstrations.

Fans can expect more behind‑the‑scenes access, action moments, and exclusive contests across official channels this season. The combined push of TikTok content and responsible sponsorships could shape how the Nordic Worlds and similar championships are experienced in the years ahead.

Which TikTok feature or discipline will drive yoru engagement this season? Which event moment would you like to see more of behind the scenes?

Share your thoughts and help steer the conversation.

FIS Extends TikTok Partnership to Amplify Winter Sports

What the extension means

• The International Ski Federation (FIS) announced a three‑year renewal of its TikTok partnership, now running through 2028.
• The deal builds on the accomplished 2022‑2025 pilot that generated over 200 million global video views and 15 million new followers across FIS‑branded channels.
• TikTok will serve as the primary distribution hub for short‑form content from alpine,freestyle,ski jumping,and cross‑country events.

Core objectives of the renewed collaboration

1. Boost real‑time fan engagement – Live‑stream highlights, athlete takeovers, and behind‑the‑scenes reels during World Cup weekends.
2. Grow the next‑generation audience – Target Gen Z and Gen Alpha wiht interactive challenges and AR filters tied to race venues.
3. Monetize digital assets – Introduce native ad products, brand‑lead stickers, and e‑commerce links for merch and ticket sales.
4. Data‑driven storytelling – Leverage tiktok’s analytics to tailor content by region, language, and sport discipline.

Why TikTok is a game‑changer for winter sports

• Algorithmic reach: Short‑form videos can appear on the “For You” page of users with no prior skiing interest.
• Creative tools: Duet, stitch, and music licensing enable athletes to co‑create viral moments.
• Global community: Over 1 billion monthly active users ensure cross‑border exposure for niche disciplines like ski cross or Nordic combined.

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Stora Enso Joins as Lasting Partner for the 2027 Nordic Championships

Official proclamation

• In a joint press release dated 10 October 2025, FIS named Stora Enso, the Finnish‑Swedish pulp‑and‑paper giant, as the Official Sustainability Partner for the 2027 Nordic Championships in Oslo, Norway.

Sustainability pillars for the event

• Circular venue materials – Stora Enso will supply bio‑based composite panels for temporary grandstands and athlete lounges, reducing reliance on timber from virgin sources.
• Carbon‑neutral logistics – A fuel‑efficient transport plan leveraging Stora Enso’s bio‑fuel solutions aims to cut event‑related emissions by 30 % compared with the 2023 benchmark.
• Zero‑waste initiative – Compostable cup and plate programs, powered by stora enso’s renewable cellulose coatings, target a 95 % waste diversion rate.

Key deliverables for the partnership

• Sustainability storytelling hub on the event app, featuring interactive infographics and short TikTok clips that explain circular economy concepts.
• Athlete ambassador program where Nordic skiers co‑host “Green‑Gear” tutorials, showcasing Stora Enso‑produced apparel and equipment.
• On‑site educational zones with VR experiences that visualize the life‑cycle of the event’s materials, from forest to finish line.

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Impact on Athletes, Fans, and Sponsors

Athlete activation

• 12 Nordic athletes signed exclusive “Eco‑Champion” contracts, receiving Stora Enso‑branded performance wear made from recycled fiber.
• Weekly TikTok Q&A sessions let fans ask competitors about training, nutrition, and sustainability practices.

Fan experience enhancements

• #NordicEcoChallenge – a TikTok trend encouraging viewers to recreate ski‑technique drills using household items; the top 100 submissions win VIP tickets to the 2027 championships.
• Real‑time carbon‑footprint tracker displayed on venue screens, updating with each fan‑generated TikTok view.

Sponsor ROI

• Stora Enso reported a 42 % increase in brand‑search volume within the 30 days after the partnership announcement.
• Integrated ad packages on TikTok generated an average 3.8× lift in click‑through rates for sustainability‑focused product lines.

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Practical Tips for Brands Leveraging the FIS‑TikTok Ecosystem

1. Align content with sport‑specific moments – Post teaser clips 48 hours before a World Cup race to capture peak interest.
2. Utilize TikTok’s commerce tools – Tag eco‑friendly merchandise directly in “gear‑check” videos to drive seamless purchases.
3. Partner with athlete creators – Co‑produce “day‑in‑the‑life” reels that blend performance footage with sustainability messaging.
4. Measure engagement beyond views – Track average watch time and share‑to‑view ratio to gauge true audience resonance.
5. Localize language and music – Deploy subtitles in Finnish, Swedish, Norwegian, and German, paired with region‑specific tracks to boost algorithmic favorability.

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Case Study: #SkiBite challenge Boosts Engagement

• Launch: November 2025, FIS introduced the #SkiBite Challenge, inviting fans to post 15‑second clips of them “biting” into a snack while performing a ski‑inspired trick.
• Results:
• 1.9 million user‑generated videos within the first two weeks.
• Average watch time climbed to 12.4 seconds, surpassing the platform average of 8.7 seconds for sports content.
• Brand lift: Partner snack brand reported a 27 % uplift in sales in Nordic markets.
• Key takeaways: Simple, relatable actions paired with a sport‑specific hook can generate massive user participation and cross‑industry benefits.

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Future Outlook for Winter Sports Marketing

• Hybrid digital‑physical activations: Expect more “phygital” experiences where TikTok filters are unlocked by scanning QR codes on event signage.
• AI‑driven content personalization: Machine‑learning models will automatically edit race footage into bite‑size reels tailored to each viewer’s interests.
• Expanded sustainability criteria: Partnerships like the Stora Enso alliance set a precedent; future sponsors will be evaluated on circularity, carbon neutrality, and biodiversity impact.

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