Our Take on FIS’s decision to centralise its international media rights and the return of the European League as ‘Unify League’
FIS and NSAs finalise the centralisation of international media and broadcast rights
🔎 Our Take:
The recent announcement by the FIS (International Ski and Snowboard Federation) and its National Ski Associations (NSAs) to centralise its international media and broadcast rights marks a strategic leap forward in how sports are commercialised and distributed globally. By consolidating these rights under a unified structure, the FIS aims to enhance the sport’s visibility, streamline operations, and create a more cohesive narrative for fans and commercial partners alike.
Centralisation, when executed thoughtfully and with the right strategy and resources, offers significant commercial and structural benefits. It provides rights holders with greater leverage to negotiate deals that maximise value across markets, while also fostering a unified brand identity that resonates with global audiences. For a sport like skiing, this becomes particularly challenging, especially because the sport spans diverse geographic regions, cultural contexts and different types of competitions such as Alpine skiing, cross country and ski jumping to name a few. However, this approach now will not only simplify negotiations but also enable long-term planning that aligns with the broader growth objectives of the organisation and its stakeholders.
At LaSource, we often advocate for a centralised model of governance, mainly when the maturity and ecosystem of an organisation support it. In the context of the FIS, Infront will leverage its expertise and knowledge of the industry to market the rights based on the exclusive agency agreement it signed with the FIS earlier this year.
This model allows for a more equitable distribution of revenues across participating bodies, ensuring that smaller markets and emerging nations also benefit from the sport's commercial success. It reinforces the concept of ecosystem thinking, where all stakeholders - from athletes and federations to broadcasters and sponsors - thrive collectively rather than competing in fragmented silos.
A unified media rights approach enables consistent storytelling, innovative content distribution, and stronger global positioning. It also creates opportunities to leverage emerging technologies, such as data-driven insights and digital platforms, to boost fan engagement and attract younger audiences.
This move by the FIS will likely serve as a benchmark for other federations navigating the challenges of fragmented rights models. While decentralised systems may work in specific contexts, centralisation offers a proven framework for fostering stability, driving commercial success, and future-proofing the sport against the shifting dynamics of the media landscape. It is a step towards ensuring that winter sports remain competitive, relevant, and accessible in an increasingly crowded entertainment market.
European Super League re-launched as the ‘Unify League
🔎 Our Take:
The rebranded European Super League, aka the "Unify League," has resurfaced, once again sparking debates across the football ecosystem. While their ‘positioning’ seems more like a remedy to systemic financial and competitive issues, the ambitions remain disruptive. Proposing a new governance and commercial model, the Unify League continues to challenge UEFA’s dominance and seeks to reshape the structure of international football.
At its core, the Unify League markets itself as more inclusive and meritocratic than its 2021 predecessor, emphasising transparent qualification and a commitment to domestic leagues. However, scepticism persists, with concerns about whether it will genuinely uphold these principles or disproportionately benefit a selected few clubs.
Major European leagues such as La Liga have been vocal in its opposition, viewing it as a direct threat to domestic leagues’ integrity. Meanwhile, a recent joint statement from the European Leagues and FIFPRO reinforced these concerns, highlighting the league’s potential to undermine the broader football ecosystem. Their message calls for a more inclusive approach to reform, prioritising the needs of players, smaller clubs, and the cultural foundations of the sport over profit-driven motives.
For the future of the sport, the Unify League is both a challenge and an opportunity. If executed with genuine inclusivity, it could address financial instability, competitive imbalance, and modern fan demands. However, its ability to deliver these benefits without eroding the cultural fabric of European football or centralising power remains uncertain and highly unlikely.
LaSource is a sports consulting agency working closely with startups, sports tech companies, and sports and media organisations to create and implement business strategies that accelerate growth and shape the future of the Sports industry. Explore our services by clicking the link below