The FIS Rights Revolution: How Centralization Could Unlock a $1 Billion Opportunity for Skiing and Snowboarding
The fragmented world of sports broadcasting is undergoing a seismic shift, and the International Ski and Snowboard Federation (FIS) is at the forefront. For decades, securing broadcast rights for World Cup events meant navigating a complex web of national associations, often resulting in inconsistent coverage and lost revenue. But a landmark deal with Ski Austria, paving the way for centralized rights management from 2026, isn’t just about money – it’s about future-proofing a sport battling an aging audience and the rise of streaming dominance. This isn’t simply a revenue play; it’s a strategic overhaul with the potential to unlock a billion-dollar opportunity for the entire skiing and snowboarding ecosystem.
From Fragmentation to Focus: The Power of Centralized Rights
Historically, the FIS marketed the World Championships while individual ski associations controlled the rights to World Cup races. This decentralized approach created a fractured viewing experience, making it difficult for broadcasters – and crucially, newer streaming platforms – to acquire comprehensive coverage. The FIS’s new centralized model, managed in partnership with Infront, changes everything. It allows the federation to bundle World Cup and World Championship rights, significantly increasing their value and streamlining negotiations. As FIS chief commercial director Christian Salomon explained, this guarantees more income for national associations, alongside greater transparency and a seat at the table.
This centralization isn’t just about maximizing revenue; it’s about control. The FIS can now dictate a unified strategy, ensuring consistent branding and exposure across all events. This is particularly crucial as the sports landscape becomes increasingly competitive for viewer attention. The ability to offer broadcasters a complete package – rather than piecemeal rights – is a game-changer, attracting larger bids and fostering long-term partnerships.
A “Market-by-Market” Strategy: Why Global Deals Aren’t the Goal
While a single global broadcast deal might seem like the logical next step, the FIS is adopting a more nuanced “market-by-market” approach. This strategy acknowledges the unique media landscapes in different regions. For example, while Warner Bros Discovery (WBD) currently holds a 50-market partnership expiring in 2026, the FIS is focused on maximizing value in key territories like the US. Salomon highlighted “very good” conversations with US broadcasters, aiming to secure broader coverage on major network channels.
This targeted approach allows the FIS to tailor its offerings to specific market demands. In Europe, where public broadcasters have traditionally provided significant exposure, maintaining those relationships remains a priority. However, the FIS is also actively exploring partnerships with new streaming platforms and commercial broadcasters, recognizing their growing influence and reach. This hybrid strategy – balancing traditional and digital distribution – is essential for reaching a wider audience.
Attracting the Next Generation: The Digital Imperative
The challenge facing skiing and snowboarding isn’t just about revenue; it’s about relevance. Like many traditional sports, the audience is aging. To combat this, the FIS is heavily investing in its digital platforms and social media presence. They’ve already seen a threefold increase in social media reach over the past two years, demonstrating the potential of engaging content. This isn’t about competing with broadcast partners; it’s about complementing their coverage with behind-the-scenes access, original content, and interactive experiences.
The FIS is also targeting potential newcomers to the sport, removing the barriers to entry created by the previously complex rights landscape. Before centralization, streaming services like Netflix or Amazon would have been deterred by the need to negotiate with dozens of national associations. Now, with a single point of contact, the FIS can actively court these platforms, opening up new avenues for distribution and audience growth. This simplification is critical for attracting the next generation of fans.
Beyond Broadcast: The Rise of Global Sponsorship Partnerships
The FIS’s strategic shift extends beyond media rights to encompass sponsorship. They are now offering global partnership packages that combine World Cup and World Championship rights, providing brands with unprecedented exposure. This allows sponsors to acquire title rights to individual events and become partners for the World Championships, creating a more integrated and valuable sponsorship opportunity. While national associations will continue to manage local inventory, the FIS is taking the lead in securing global partners.
Recent partnerships with Azerbaijan’s state tourism agency, CHiQ, and an expanded deal with Visa demonstrate this new approach. Salomon emphasized the importance of attracting global brands to develop the sport across multiple disciplines and competitions. This move towards long-term partnerships, rather than transactional sponsorships, signals a commitment to sustainable growth and global brand building. A recent report by Nielsen highlights the increasing value of integrated sports sponsorships, demonstrating the potential for significant ROI. [Nielsen Sports Sponsorship Report]
The FIS’s centralization of media rights and sponsorship is a bold move with the potential to transform the future of skiing and snowboarding. By streamlining negotiations, attracting new partners, and embracing digital innovation, the federation is positioning itself for sustained growth and relevance in an increasingly competitive sports landscape. The question now is whether other winter sports federations will follow suit, recognizing the power of a unified and strategic approach to media rights and commercial partnerships. What are your predictions for the future of sports rights management? Share your thoughts in the comments below!
