Skating's Olympic Surge Ignites Unprecedented Growth and Investment Opportunities
The recent Winter Olympics in Milan showcased skating's global stars performing before massive audiences, yet for the sport overall, the Games represent merely the beginning of a transformative journey. According to Colin Smith, Director General of the International Skating Union (ISU), the opportunity for return on investment has never been more robust, driven by a strategic push to modernize and expand skating's worldwide footprint.
Innovative Commercial Strategy and Media Rights Integration
For the first time, the ISU is bringing skating's commercial and media rights to market as a unified package, capitalizing on an innovative environment where limitless possibilities abound. The organization has solicited expressions of interest from leading global agencies, eagerly anticipating proposals to elevate skating's presence on the international stage. This move underscores a commitment to leveraging the sport's rich heritage—spanning 134 years as one of the oldest IOC-recognized federations—while embracing forward-thinking approaches.
Expanding Reach and Engaging New Audiences
Figure skating, speed skating, short track, and synchronized skating collectively boast an estimated following of 330 million people, a testament to the sport's high quality and refreshingly innovative ethos. Capturing new audiences has become a central focus, with the ISU implementing a geographically-targeted social media strategy that yielded 408 million video views on its channels during the Olympics—a staggering 37-fold increase from Beijing 2022. Notably, American figure skater Alysa Liu gained 2.8 million new followers in just three days after winning Olympic gold, highlighting the public's insatiable appetite for compelling athletic narratives.
Athlete-Centric Development and Competition Evolution
At the heart of the ISU's Vision 2030 strategy is a steadfast commitment to placing athletes first. This involves enhancing their conditions through advanced technology for data analysis and training, as well as refining competition structures. For instance, short track skating, celebrated for its pace and precision, has inspired a fully-fledged World Tour with registered intellectual properties owned by the ISU, leading to an expanded annual calendar. Similarly, synchronized skating introduces the 'Synchro9' category, already slated for inclusion in the 2028 Winter Youth Olympic Games, marking a historic first for the discipline.
Strategic Partnerships and Data-Driven Growth
A new alliance with Deloitte enables the ISU to harness data effectively, building the business of skating with precision. The organization is also tapping into streaming services to reach potential fans, recognizing that well-told stories, like the figure skating series 'Glitter and Gold', resonate deeply in today's media landscape. By avoiding a 'copy and paste' approach from past years, skating demonstrates its dynamic DNA, continually assessing and optimizing the sport for athletes and audiences alike.
The desire to modernize within skating has never been more intense, positioning it as a sporting property with unparalleled growth potential on the global stage.
