TikTok and FIS extend partnership to bring the thrill of #wintersport to the global community

• New partnership activating nine discipline accounts for the 2025/26 season
  

• More athletes, content, competitions and first-ever winter sport posting campaign - bringing winter sports to TikTok’s global community
  

• New content strategy drives higher reach and engagement with TikTok's community, with content on FIS channels reaching +400M views

TikTok returns as the official entertainment partner of FIS after its premiere last year, bringing the best of winter sports to a billion fans on the platform around the world. Last season, winter sports on FIS channels hit a new record with over 400 million views, becoming a global phenomenon, powered by incredible content featuring the world's best skiing and snowboarding athletes.

This season introduces a new chapter: for the first time, TikTok and FIS are launching a global #wintersport campaign* that will give fans the chance to win exclusive prizes and rewards to get even closer to the action, alongside new initiatives helping athletes connect with our community.

Taking winter sports from the slopes to your For You feed

Throughout the 2025/2026 winter sports season, fans will once again enjoy a front-row view of the sport's most compelling moments through behind-the-scenes access across FIS' nine dedicated competition TikTok accounts. From Alpine Skiing, Ski Jumping, Snowboard Freestyle and beyond, TikTok's thriving #wintersport community will bring the atmosphere and thrill of the competitions to the platform.

Empowering athletes to share their stories

TikTok and FIS are also introducing a dedicated program focused on supporting athletes as they grow and sustain their presence on the platform through workshops and educational sessions. World-class athletes of all snow sports disciplines - and hailing from across the spectrum of 141 nations associated to FIS - will be able to connect with fans and sponsors even more, helping them share their passion with the global TikTok community. This includes athletes like Andri Ragettli (@andriragettli), Sofia Goggia (@SofiaGoggia), Mikaela Shiffrin (@mikaelashiffrin), Chloe Kim (@chloekim), Brenna Huckaby (@brennahuckaby), and Scotty James (@scottyjames31).

Through its Content Exchange Platform (FIS CXP), FIS provides all athletes and National Associations with their individual competition footage from every FIS World Cup across all Olympic disciplines, for use on their official social media channels. This is to increase reach, build strong digital communities, and enable athletes and NSAs to monetize content through clear and transparent policies.

New digital strategy drives strong growth across the FIS channels

The momentum behind FIS' presence on TikTok continues to surge each winter sports season. Last year, content across FIS' nine competition channels skyrocketed, with posts increasing by 1670%, bringing the excitement from the snow to the community. This resulted in more followers (+640%), as well as higher levels of reach and engagement (+4400%). One of the season's standout moments on the platform was a jaw-dropping Ski Jumping clip of Austrian Daniel Huber, which saw over 100M views and drew more than 30k comments, reflecting just how enthusiastic and global the #wintersport community has become.

On the extended partnership, Benjamin Stoll, Digital & Innovation Director at FIS commented: "Winter sports have a unique ability to engage people everywhere, and our goal is to bring that excitement even closer to fans. TikTok gives us and the athletes a powerful platform to share stories and the standout moments that define our sports. We’re excited to partner with TikTok again this year to welcome new audiences into skiing and snowboarding.”

Dominic Burns, Head of Operations at TikTok UK, Ireland, and Nordics at TikTok said: "Winter sports continue to captivate and inspire the TikTok community globally. Our partnership with FIS enables us to supercharge this discovery, by bringing athletes, creators and fans together through competitions, workshops and new content formats; we're supporting iconic sports like Ski Jumping and Snowboard Park and Pipe to find new audiences all around the world. Millions of people come to TikTok to discover something new, so we look forward to seeing how our community responds to this next chapter of Winter sport.

As part of the renewed partnership, TikTok and FIS are inviting fans to get involved directly through their first ever global winter sport post competition on the platform. To enter, fans* simply need to upload videos before 2 February that capture the spirit of winter sports using #wintersport, for the chance to win exclusive prizes, including VIP trips to FIS World Cup events, premium ski equipment and cash rewards.

Prizes include:

• First prize: A trip for two to the FIS Moguls Final in Azerbaijan from March 17th to 20th, with VIP access for five nights including travel, accommodation and meals, worth up to a total of €8,000.

• Second prize: Two VIP tickets for the FIS World Championships with a meet-and-greet with an athlete, worth €500. Travel and accommodation are not included.

• Third prize: Ski equipment worth €1,000 each

• Additional cash prizes

Where you can find all the #wintersports action on TikTok

Fans can tune into all their favorite winter sports competitions at nine dedicated FIS TikTok channels:

• @fis.ski for Alpine skiing

• @fisparkandpipe for Slopestyle, Halfpipe and Big Air (Freeski and Snowboard)

• @fis.noco_loco for Nordic combined

• @fis.crosscountry for Cross-Country Skiing

• @fis.skicross for Ski Cross

• @fis.freestyle for Moguls and Aerials

• @fis.snowboard_racing for Snowboard Cross and Snowboard Alpine

• @fisskijumping for Ski Jumping and Ski Flying

• @fis.para for Para Snow Sports

*Fans from these countries can take part in the post campaign: United Kingdom, Germany, Austria, Switzerland, Italy, France, Poland, Kazakhstan, Egypt, Morocco, United Arab Emirates, Norway, Finland, Sweden, Denmark