FIS Centralizes Media Rights for World Cup Circuit, Targeting Global Growth and Enhanced Revenue

The International Ski and Snowboard Federation (FIS) is moving to centralize media rights for its prestigious World Cup circuit and World Championships, a strategic shift expected to significantly boost revenue and expand the sport's global audience. This new model, set to take effect from 2026, enables FIS and its long-standing partner Infront to jointly market all events, aiming for greater financial returns for national ski associations and more consistent exposure, as reported by sportspromedia.com on October 24, 2025.

This centralization marks a departure from the traditional system where individual national ski associations (NSAs) sold rights for their respective World Cup races. Christian Salomon, FIS chief commercial director, told sportspro that the unified approach will ensure increased income for NSAs and foster economies of scale.

The partnership with Infront, formalized in an exclusive agency agreement, promises substantial financial benefits. According to a July 2023 announcement by Infront, the deal includes a minimum compensation exceeding €100 million above previous terms and a minimum sales guarantee of over €600 million through the 2033/34 season.

However, this transition has not been without its challenges, facing pushback and legal action from some national federations. The German Ski Federation (DSV), for instance, filed a lawsuit in Germany, arguing that the FIS abused its dominant market position, a case where the Munich Regional Court issued an injunction against the FIS's centralized marketing for the 2026/2027 season, as detailed by Vertex AI Search on October 25, 2024.

A significant milestone was reached in September 2025 when Ski Austria, previously the last major holdout, agreed to the centralized model. This deal means that from the 2027/28 season, FIS will manage international media rights for all World Cup events held in Austria, completing the centralization process, sportspro reported.

FIS President Johan Eliasch emphasized that centralizing media rights is a crucial step to modernize snow sports and bring them into the 21st century, according to insidethegames on December 23, 2024. The strategy also focuses on developing a more consistent and appealing television product to engage younger audiences, Christian Salomon told isportconnect in September 2024.

• Historical Context and Evolution: Historically, the International Ski Federation (FIS) had minimal control over World Cup television rights, with individual national ski associations (NSAs) managing sales for their domestic events. This decentralized model often led to fragmented broadcasting and inconsistent exposure, as highlighted by Ski Racing Media. Infront, a long-standing partner, previously worked with many NSAs to distribute these rights, gaining extensive knowledge of the market over two decades.

• Financial and Commercial Objectives: The primary goal of centralization is to maximize revenue and enhance the commercial appeal of snow sports. By bundling rights into a single global package, FIS and Infront aim to attract larger sponsors and broadcasters, leading to increased financial returns for all participating NSAs, as confirmed by FIS President Johan Eliasch in December 2024. This approach is expected to generate a minimum sales guarantee of over €600 million for eight seasons, according to infront's July 2023 announcement.

• Challenges and Legal Scrutiny: The move towards centralization has faced significant legal and regulatory challenges, particularly regarding competition law. The German Ski Federation (DSV) successfully argued in a German court that FIS abused its dominant market position, leading to an injunction against the centralized marketing for the 2026/2027 season, as reported by Vertex AI Search in October 2024. This case underscores the delicate balance between maximizing commercial value and adhering to antitrust regulations, a common issue in sports rights centralization, according to vischer in April 2025.

• Digital Strategy and Fan Engagement: A key component of the new strategy involves modernizing the broadcast product and leveraging digital platforms to engage new and younger audiences. FIS plans to reserve specific digital rights, encourage innovative production concepts, and offer free OTT streaming in "dark markets," as detailed by iSportConnect in September 2024. This includes providing archive footage and highlights, aiming to increase the sport's social media footprint and create a more immersive experience for fans, Greenfly noted in October 2021.

• Stakeholder Dynamics and Governance: The centralization process involved extensive negotiations with NSAs, culminating in agreements with all major World Cup associations, with Ski Austria being the last to join in September 2025. A new governance model, including a FIS Media Rights Panel and Executive Board with NSA representation, has been established to ensure collaboration and shared decision-making, insidethegames reported in December 2024.

• Broader Industry Trends and Future Outlook: The FIS's centralization mirrors a broader trend in sports, where federations like UEFA and Formula 1 have successfully centralized media rights to boost revenues and global presence, according to vischer in April 2025. The sports media landscape is rapidly evolving with the rise of streaming platforms and increasing demand for exclusive content, driving up the cost of media rights across various sports, Creative Business Research and Development highlighted in February 2025. This long-term agreement, extending to the 2033/34 season, aims to provide stability and predictability for all stakeholders.