FIS targets Asian markets in coming Olympic cycles

By Published On: October 15th, 2016Comments Off on FIS targets Asian markets in coming Olympic cycles

With the countdown clock to the opening ceremonies of PyeongChang 2018 reading only 480 days, the FIS is looking to engage new fans in the emerging Asian markets over the next several seasons. With successful World Cup events held last season in Jeongseon, South Korea, and Yuzawa Naeba, Japan, on the men’s tour and upcoming women’s events in Korea this winter, the opportunity is there for the sport to be introduced to millions of new fans.

“Ski racing is becoming a global sport … the Audi FIS Ski World Cup is also expanding to the Far East,” said FIS men’s Race Director Markus Waldner. “The difficulty is that when we have to offer a Far East block in the calendar, we cannot travel so far just for one race, so it’s depending a lot on the Olympic schedule.”

Luckily for the FIS, with the next three Olympics being held in the Far East — PyeongChang 2018, Tokyo 2020 (summer games), and Beijing 2022 — there is plenty of reason to continue to schedule events in Asian markets.

Much has been said in recent years about the need for World Cup ski racing to reach out past their key demographics in Central Europe and look more globally to markets in North America and Asia as hundreds of millions of potential fans have little to no exposure to the sport outside of an Olympic year. These opinions haven’t fallen on deaf ears as Waldner recognizes the importance of growing these markets in order to guarantee a healthy future for the sport going forward.

“With a potential of 300 million new ski fans, the ski industry is very interested in having World Cup events in the Far East,” Waldner adds. “To gain those people as active and devoted ski fans would be a huge step towards the sustainability of our sport.”

If the reception fans gave racers on the men’s tour during their Asian stops last winter is any indication, growing a passionate fan base in the Far East may not be as difficult as it sounds as many racers commented on the enthusiasm and numbers of spectators at both the Jeongseon and Yuzawa Naeba events last winter.

Earlier this month, the IOC Coordination Commission completed their first visit to Beijing, China, for an initial inspection of the site of the 2022 Winter Olympics to get a feel for how much progress the hosts have made in terms of their preparations.

Officials toured the proposed event facilities, including the Zhangjiakou zone, located in the Chongli District, which is slated host the snowsports competitions. According to FIS Secretary General Sarah Lewis, initial developments look promising for a successful Games in a region not known for its pristine winters.

“The current status of preparations for the Beijing 2022 Games are impressive including the venue development, sports management, and the Chinese Ski Association’s activities to develop the athletes and teams,” Lewis said. “Additionally, we’re hugely excited about the developments for recreational winter sport activities in China.”

Although it may be hard for some to fathom China as a legitimate skiing destination, the future of the sport just might hinge on capitalizing and developing the Chinese market and others like it. After all, it’s called the World Cup for a reason, isn’t it?

Share This Article

About the Author: Sean Higgins

A Lake Tahoe native and University of Vermont graduate, Higgins was a member of the Catamounts' 2012 NCAA title winning squad and earned first team All-American honors in 2013. Prior to coming to Ski Racing Media, he coached U14s for the Squaw Valley Ski Team.