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International Ski Federation announces strategic partnership with Sina Sports

The International Ski Federation (FIS) has announced a strategic cooperation with leading Chinese digital sports media platform Sina Sports as it continues its growth push in the Asian country.

The two signed a Memorandum of Understanding in Beijing yesterday (Wednesday) ahead of the International Olympic Committee’s Coordination Commission visit to the 2022 Winter Olympics host city.

The MoU is focussed on maintaining skiing’s growth in China, with FIS giving its official endorsement to the Sina Alpine Ski Cup, the first time it has ever done some for a mass participation skiing series. The competition was established two years ago by Sina and has quickly become the largest mass participation ski event in China. More than 100 Sina Alpine Ski Cup events are set to take place in the country in the coming season. 

Sina will also establish a Chinese language “Official FIS Destination” on Sina Weibo, one of the biggest social networks in China, through which it will offer coverage of FIS events and promote skiing through the Get Into Snow Sports programme, aimed at encouraging grassroots participation in the sport for beginner skiers.

“We firmly believe that today’s important signing ceremony for a strategic partnership between Sina Sports and FIS adds another important contribution to the promotion of skiing and snow sports in China which we enthusiastically welcome,” said Sarah Lewis, FIS secretary general.

Sam Li, head of international business strategy for Sina Sports, added that his company was “delighted to be entering into this cooperation with FIS and receiving the first-ever mass participation skiing event endorsement from FIS. We are proud to support FIS initiatives in China, including official competition events as well as the Get Into Snow Sports (GISS)-China program, in order to jointly promote winter sports in anticipation of the Beijing 2022 Winter Olympics.”