Eurovision Sport seeks to expand winter sports audience for Beijing 2022

Eurovision Sport has been continuing its work to extend the worldwide reach of winter sports with strong results in China, ahead of the 2022 Beijing Olympic & Paralympic Games.

Starting with the 2019/2020 season, all top Swiss-Ski events will be aired on a combination of China’s CCTV-5 / CCTV5+ channels and Huya, the Nasdaq-listed national live streaming platform. CCTV will focus on the freestyle events, whilst Huya will air classic Swiss alpine competitions including the Lauberhorn from Wengen, arguably the world’s most famous downhill race.

To support this initiative, a dedicated Swiss-Ski Weibo platform will launch to promote the live broadcast and keep Chinese winter sports fans updated about snow-sports competition and lifestyle in Switzerland.

“We are now in our third season of winter sports initiatives in China and continue to find innovative ways to develop the sports offered by our Federation partners,” said EBU director of sport Stefan Kürten. “Delivering distribution via linear TV, free-to-air digital platforms with e-commerce possibilities and via localized social media in a fully integrated fashion is a key development for Eurovision Sport.’’

“Swiss-Ski is one of Switzerland’s’ premium brands, with a reputation for well-trained athletes and excellent winter sports events from grassroots to elite competition: we are delighted to have the chance to share this with the Chinese market and welcome Chinese skiers to our competitions and resorts. Due to the recently signed partnership with the Chinese sponsor Huawei the Chinese market is getting even more important for Swiss-Ski ” said Diego Zueger, co-marketing director of Swiss-Ski.

For this initiative, Eurovision Sport is working closely with H&A Media to coordinate social media channel content management and live streaming.