Marketing Update By Jürg Capol
New ways to engage fans on the horizon Keeping fans engaged is a key to bouncing back from the Covid-19 pandemic. Whether fans watch on-site or consume FIS events at home, winter sports play an integral role in creating a sense of togetherness. During the height of the pandemic, FIS was able to deliver events, and winter sports were received positively. In the simplest of terms, there are three main income streams for winter sports at World Championships and World Cup levels: broadcasting (sales of media rights), commercial (sponsorship and advertising partnerships) and day revenue (ticketing, merchandise and hospitality). The growth potential of these three is ensured by deeper engagement with consumers (fans and spectators). The reality in all sports – and winter sports are no exception – is that the more eyeballs watching the disciplines, the greater their value. The current clutter in winter sport media and marketing rights also does not make it easy to attract big international brands to make an overall commitment. Nevertheless, as part of a community of common interests, FIS needs to be in a position to exploit jointly commercial and media rights. It is clearly evident the sports landscape will be different five years from now. Although we cannot take for granted the impact of having fans on-site, the number of consumers who are not present will always be greater than those at the venue. The absence of “real” sport resulting from the pandemic presents an opportunity for virtual technologies to grow. Immersive technologies will enable fans to experience events as if live, without having to be physically present – an idea that once may have been unimaginable but now seems more realistic. With some government restrictions preventing fans from physically interacting with their favourite sports, there is clear evidence FIS is relying on social media channels 22
