FIS Content Exchange Platform: Record storytelling impact as athletes take lead in 2025/26

Thanks to high-quality competition clips and official photos from all FIS World Cups, athletes and National Ski Associations (NSAs) are growing their social footprint and telling stories in their own voice.

Optimized for mobile and rights-compliant, this content is being delivered in a fast and convenient way via the FIS Content Exchange Platform (CXP).

A simple idea with a big impact

Modern fans follow sport through moments: a single turn, a landing, a reaction at the finish. To help athletes and NSAs share those moments quickly and consistently, FIS created the CXP, a hub where athletes and NSAs can access broadcast-derived competition clips and official photography, formatted for social media, shortly after the action. 

The goal is straightforward: to enable more storytelling, in more markets, by more voices ─ all while respecting media rights.

From launch to momentum: athletes now drive adoption

After the initial rollout and learnings in 2024/25, usage has accelerated significantly in 2025/26, especially by the athletes.

Season highlights (as of January 7 2026):  

• 1,208 athletes and 65 NSAs onboarded

• 10,000+ downloads (approx. 6,600 photos and 4,200 videos) 

Usage of video competition footage:

• Athletes posted 489 times so far this season (+239% vs 2024/25), surpassing 315 NSA posts 

• 59.1M reach (+182% Year-on-Year), 2.7M engagements (+168% YoY) on social media platforms

•  7.3% engagement rate (athletes with an average engagement rate of 8.5%)

Proof in the feed: standout athlete and NSA storytelling

FIS CXP content is already powering a wide range of social storytelling:

The FIS CXP services are also offered for the FIS Para World Cups, as well as the FIS Junior World Championships, to the best possible extent. 

Clear policies, fast access, and smart monetization

FIS CXP video content can be used on athletes' and NSAs' official channels (including Instagram, Facebook, TikTok and YouTube), and is released under a clear embargo (typically 60 minutes after the competition ends and the official result is confirmed) - in line with the FIS CXP policies that protect media rights and ensure consistent, rights-compliant usage.

Beyond broadcast-derived competition clips and official event photography, the policies also support richer storytelling through selected behind-the-scenes mobile filming access for digital media, under defined rules (including clip-length limits and strict prohibitions on third-party redistribution or sublicensing).

For the first time, the framework also enables commercialization on athletes' and NSAs' own channels via sponsored or branded posts (e.g., “presented by / powered by” integrations or co-branded watermarking), within clear guidelines. All of this supports FIS' centralized digital platform strategy: empowering NSAs and athletes to grow reach, engagement and monetization, helping to build an ever-flourishing snow sports ecosystem.