The International Skating Union has set its course with Vision 2030. This strategic roadmap aims to propel skating into the future by strengthening viewership, fan engagement, and athlete support. And indeed, the ISU has shifted into high gear in recent weeks to capitalize on the momentum of the Milan-Cortina Winter Olympics, where Dutch skater Jutta Leerdam, Italian Francesca Lollobrigida, and American Ilia Malinin (among others) captured the world's attention.
"A new energy"
Since the beginning of the year, the ISU has announced the arrival of four new leaders to improve efficiency in key areas (marketing, communications, sustainability, development). It has also announced its launch on the Japanese platform LINE to connect with the Japanese public, finalized a strategic partnership with Deloitte, and another, in the technology sector, with Aiving. In February, the ISU even ventured into pop culture with Labubu, plush toys that have become a global sensation in 2025. This is a way to gain visibility before and during the Games, particularly among young people. This collaboration will bring new energyPresident Jae Youl Kim confided, and will help us tell even stronger stories together about skating. »
The ISU also revamped its annual awards, presenting them for the first time this year as three separate ceremonies. Speed skating was honored on March 8, short track on March 15, and figure skating on March 29. The goal: to further recognize the athletes, whereas until now, only figure skating had its own awards. Many initiatives, therefore, to break with tradition and be more in tune with the times.
Fans from all over the world were consulted
Many things are looking good at the end of winter. In February, the ISU's Facebook and Instagram accounts dedicated to figure skating surpassed one million followers. The Olympic window allowed them to shatter all records: 408 million video views, more than 632 million impressions on social media, and 402,000 new followersacross all accounts and networks. These figures demonstrate the potential of skating, which the ISU intends to exploit even better thanks to a new partner for its commercial and media rights.
The federation launched a giant fan surveyThe survey, open until April 17, aims to better understand fans' expectations. To reach as many people as possible, the ISU is offering the questionnaire in seven languages (French, English, German, Italian, Japanese, Korean, and Mandarin). Questions include: Which social media platforms are you active on? What matters most to you when watching sports content? What factors would encourage you to follow ISU sports directly? When a brand sponsors a sport, what matters most to you? If you saw a product or brand associated with a sporting event, how likely would you be to buy it? This is a way to build the future of sports with fans, strengthening their engagement and helping them reach new heights.
