SOLDEN, Austria — In case you haven't noticed, the FIS is looking eastward for the future in Alpine skiing. Sochi, Russia won the Olympic bid for 2014. Bansko, Bulgaria has been added to the World Cup calendar. And, China is bidding for the 2018 winter Olympic Games which means alpine World Cup events there in the near future.SOLDEN, Austria — In case you haven't noticed, the FIS is looking eastward for the future in Alpine skiing. Sochi, Russia won the Olympic bid for 2014. Bansko, Bulgaria has been added to the World Cup calendar. And, China is bidding for the 2018 winter Olympic Games which means alpine World Cup events there in the near future.
 
While moving eastward is a bit of a gamble for the FIS, adding that Russia and China to the Alpine calendar has the potential of opening up vast new television markets. With the traditional European Alpine TV markets posting only so-so ratings, new television viewership will be welcomed by the international governing body- especially since exposure in central Europe is limited.
 
A solid opening event held in Sölden was only available in fractional Central European markets. The French, German, and the southern Italian TV entity's chose not to air what were to be excellent races on a sunny Rettenbach glacier thronged with fans. This has to be troubling to the FIS but the lack of television is not entirely the fault of Oberhofen. Much of the blame must lie with the national federations who sold out their rights long ago and now suffer the consequences of having no control and no money to promote alpine skiing.
 
Which brings us to the United States…
 
Despite currently having one of the strongest teams on the white circus circuit, this country has no television coverage to speak of. Universal Sports, combined with its senior partner, NBC, is making an effort to get more World Cup racing on its cable networks. That is to be applauded, but it will scarcely dent the sports television viewing audience as the cable network locations are not in ski racing strongholds, but rather major, and for the most part, disinterested markets.
 
Decisions by the FIS World Cup Committee dealt the United States a double blow at October¹s fall meeting in Zurich. First Atle Skaardal, the director of the women¹s alpine World Cup, did not budge from his position that Aspen¹s ladies World Cup dates be moved later in December-something which would allow the resort to host speed races. Then, the committee chose to take one race away from Beaver Creek in the 2010 season, marking the first time in four decades this country has not had four men's Alpine World Cup races in a season.
 
The United States best worry. Once a very powerful influence within the FIS, the nation has let its sway slide away.  With the FIS, discussions in the back room or at major events, like the nordic World Championships, Zagreb alpine races, and the alpine finals tend to generate change. Interacting with the various FIS delegations takes time, effort, and money. While the US FIS delegation has been present for meetings, it has not focused on a strategy to remain influential. Small wonder U.S. pleas fall on deaf ears.
 
There is nothing to guarantee alpine races in North America. Rightly, the FIS has set an 18-week calendar in stone for World Cup. If the FIS is going to march eastward adding nations to its calendar, where will the events come from? If you answer North America you may be closer to the truth than any want to believe.
 
To change the direction is going to require a new approach for the United States FIS delegation. It will require rethinking, spending time and effort with both major and new alpine nations, and most of all a far stronger commitment, both financial and political. Otherwise, elite alpine ski racing will continue to head toward the east.