Skiing must modernize its image that has been frozen for “20 or 30 years”, says the FIS

We want to attract a younger audience“: Christian Salomon, new media and marketing director of the International Ski Federation (FIS), pointed to theAFP the need for on-screen modernization of alpine skiing, in the midst of a TV rights crisis: “It is a difficult sport to compare to other disciplines. Historically, this sport has been driven by tourism, by equipment. So you can’t change everything overnight. Our current strength is to have a wide distribution on free channels (for example in Austria or Switzerland, major markets for skiing, editor’s note). Few sports have such exposure. Therefore, we cannot treat skiing as a mostly paid channel sport, like tennis, golf or Formula 1. But we have to change things that have remained the same for 20 or 30 years. On screen, little has changed since the 2003 World Championships.»

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