New FIS Helmet Advertising Rules Should Boost Revenue for Ski Athletes

Photo credit: GEPA Pictures

Background: The Color Debate

About a year ago, the color scheme of ski helmets became a hot topic. FIS President Johan Eliasch was unhappy with the “Red Bull helmets” Marco Odermatt and others wore. He felt the design looked too much like the sponsor’s product. Despite the debate, the regulations remained unchanged, and the FIS did not restrict the color and design of helmets. Odermatt competed in the 2023/24 season with a slightly modified helmet design to avoid further discussions.

Final Resolution: New Rules

Now, they have resolved the matter. According to Article 2.9.3 of the FIS rules on “Specifications for commercial markings on equipment,” the graphic design of helmets is not considered a commercial marking. This rule does not strictly regulate the color and design of helmets. However, point 3.1.2 states that the design must not depict or simulate the logo or product of a manufacturer or sponsor.

New Advertising Opportunities

New regulations will provide more advertising space on helmets starting in July 2024. Previously, athletes had 50 square centimeters for advertising on the front of the helmet. Now, they have an additional 50 square centimeters for a second logo on the front or sides of the helmet.

Details of the Change:

1. Previous Regulation: The rules allowed athletes to advertise in a 50-square-centimeter area on the front of the helmet.
2. New Regulation: Athletes now have an additional 50 square centimeters of advertising space available, for a total of 100 square centimeters.
3. Placement Options:
   • Front: Place the second logo above the existing 50 square centimeter advertising field.
   • Sides: Athletes can split the new 50-square-centimeter space into two 25-square-centimeter areas, one on each side of the helmet, or use a single 50-square-centimeter area on either the left or right temple.

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Athlete Reactions

Athletes and their managers are adjusting to this new regulation. Some, like Sandro Simonet, learned about it through skinews.ch. Non-squad athletes, like Simonet, don’t have to share sponsorship income with their association, making this rule particularly beneficial for them. Joana Hählen, a national team member, is in discussions with her main sponsor about using the new advertising space. “We athletes have always fought for more advertising opportunities. It’s cool that we now have a new opportunity,” says Hählen. Stifel US Ski Team’s River Radamus thinks, “I think it’s a good thing. It shows that FIS is looking for new ways to help the athletes garner more revenue, but I think more can be done.”

Benefits for Young Athletes

FIS believes this rule will help young athletes. Alex Fiva, an athlete, says, “As a young athlete, it is easier to find two smaller sponsors than one large one. This change is an opportunity.” More income opportunities can lead to higher earnings for athletes.

Swiss Ski’s Perspective

Swiss Ski supports the new regulation, seeing it as a chance for additional marketing opportunities. Pascal Karrer, Deputy Head of Partnership & Sponsoring at Swiss Ski, explains that the new rights allow national associations to decide how to pass these opportunities to athletes. For the 2024/25 season, Swiss Ski athletes won’t have to pay extra fees for the additional sponsor.

International Interest

The new rule has drawn interest from athletes worldwide, especially in Norway. In the past, Norwegian athletes like Aksel Lund Svindal faced issues with national association sponsorship rules, which limited individual helmet sponsorships. The new regulation may change this practice, although Norwegian association spokesperson Claes-Tommy Herland says they seek “a common solution” with the athletes.

Ski Cross Inclusion

The rule change also applies to ski cross, extending these new advertising opportunities to more athletes.

In conclusion, the new helmet advertising rules offer more opportunities for athletes to earn sponsorship revenue, benefiting established and young ski racing athletes.