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FIS goes digital-first in fan engagement push ahead of Beijing Winter Olympics 

Sarah Lewis, secretary general of the International Ski Federation, speaking at the SportBusiness Sport Decision Makers Summit last year. (Photo by SportBusiness).

The International Ski Federation is ramping up its global engagement efforts as it builds towards Beijing 2022, with its secretary general, Sarah Lewis, describing China as “the biggest opportunity for winter sports in the last 50 years”. Adam Nelson reports on how FIS is using its digital strategy to encourage consumers to take to the slopes.

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