Mikaela Shiffrin Voices Concern Over Lack of Centralized Broadcast Rights for FIS Alpine World Cup—Just a Week Before the First Race
In a bold move that is stirring up controversy within the world of alpine skiing, Mikaela Shiffrin, the most decorated skier of her generation, has publicly voiced concerns over the fragmented broadcast rights for the FIS Alpine World Cup. With the season’s first race just a week away, Shiffrin’s comments have spotlighted a growing issue that is frustrating both athletes and fans: the lack of a centralized, accessible platform to follow the World Cup events.
Fragmented Coverage: A Disservice to the Sport?
Shiffrin, a two-time Olympic gold medalist and five-time overall World Cup champion, is not just focused on winning races—she is also an advocate for growing the sport’s global fanbase. In recent comments, Shiffrin pointed out that the division of broadcast rights across different networks and platforms is hurting the visibility of the FIS Alpine World Cup, making it difficult for fans to follow the season consistently.
“It’s disappointing that in 2024, we still don’t have a unified way for fans to watch the races,” Shiffrin said. “People love this sport, but they’re forced to jump through hoops to catch the action.”
Shiffrin’s statement underscores a critical point: alpine skiing, despite being one of the most visually captivating sports, suffers from inconsistent media coverage that is scattered across various networks and streaming services. This lack of centralized coverage limits accessibility for both casual viewers and dedicated fans, particularly in countries where the sport already struggles for mainstream attention.
Why This Matters for Skiing’s Growth
Unlike global sports such as football, which boasts centralized broadcasting deals that ensure fans can easily tune in, alpine skiing’s fragmented approach makes it harder to cultivate new audiences. With no single platform offering comprehensive coverage of the FIS Alpine World Cup, fans are left chasing different subscriptions and services, often with poor geographic availability.
Shiffrin’s critique couldn’t come at a more pivotal time. The 2024-25 FIS Alpine World Cup is packed with exciting narratives: Shiffrin’s quest to extend her legendary career, the rise of young competitors, and key races leading up to the 2026 Winter Olympics. However, without a centralized broadcast solution, these stories risk being lost in the noise.
The FIS’s Response—or Lack Thereof
Despite the growing dissatisfaction among athletes and fans, the FIS (International Ski Federation) has been slow to address the issue. While individual countries negotiate their own broadcast rights, the lack of global coordination is glaring, especially when compared to other international sports bodies like FIFA or the IOC.
Some critics argue that the FIS’s approach to media rights reflects a deeper, systemic problem within the organization—a lack of foresight when it comes to growing the sport’s international footprint. By not prioritizing the fan experience and focusing on centralized broadcast deals, the FIS may be hampering alpine skiing’s potential to expand its global reach.
What’s at Stake?
The stakes are high for the future of alpine skiing. As the sport’s top ambassador, Shiffrin’s comments have added urgency to a debate that has been simmering for years. Without a change in the way media rights are handled, the sport risks alienating its most passionate supporters and losing out on opportunities to engage new fans.
The question now is whether the FIS will heed Shiffrin’s warning and take concrete steps toward a centralized broadcasting solution—or continue to ignore the elephant in the room as one of the most exciting sports on the planet struggles to find its global audience.
As Shiffrin prepares for the season opener, her words are likely to reverberate far beyond the slopes. The ball is now in the FIS’s court to make the sport more accessible and ensure that alpine skiing doesn’t lose momentum in an increasingly crowded sports landscape.