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.
The introduction of shorter formats to placate broadcasters and attract time-poor fans can lead to some interesting conflicts of interest for rights-holders. Andy Fry asks how sports can evolve and keep their stakeholders happy at the same time.
Snow sports lifestyle clothing brand Volcom has become the official apparel partner of the United States Snowboard team through the 2022 Beijing Olympic Winter Games.
NBC Sports Group has retained media rights in the US market to events that fall under the auspices of US Ski & Snowboard in a renewal that runs until the end of the 2021-22 season
Land Rover has signed a multiyear partnership with US Ski & Snowboard, in which the British luxury car manufacturer will become the official vehicle partner of the Olympic National Governing Body.