TikTok has announced a significant expansion of its partnership with the International Ski Federation (FIS), positioning the platform as a destination for winter sports enthusiasts. The collaboration will deliver exclusive behind-the-scenes content across FIS’s nine dedicated competition TikTok accounts throughout the 2025-2026 winter sports season, spanning Alpine Skiing, Ski Jumping, Snowboard Freestyle, and more.
Winter Sports Engagement Surges on TikTok
The timing of this expanded partnership coincides with growing momentum for winter sports on the platform. According to TikTok, winter sports posts have increased by over 1,600% in the past year, translating to more than 600% follower growth and a 4,400% surge in reach and engagement. A viral ski jumping clip featuring Austrian athlete Daniel Huber garnered over 100 million views and generated 30,000 comments, demonstrating the global appeal of winter sports content on TikTok.
Athletes and Brands Benefit From New Opportunities
Beyond content partnerships, TikTok and FIS are launching a dedicated program to support athletes in building their presence on the platform. This initiative opens new avenues for branded content partnerships and sponsorship opportunities, providing athletes and advertisers with expanded marketing capabilities. The collaboration is strategically timed ahead of the Winter Olympics, when global attention on winter sports is expected to peak significantly.
This partnership underscores TikTok’s commitment to building engaged communities around niche interests while creating valuable opportunities for athletes, brands, and sponsors seeking to reach dedicated sports fans across the globe.