The Sports Business Awards will be presented November 27th in LondonA ceremony that could bring good fortune to the International Skating Union. The ISU is indeed nominated in the category best marketing campaign of a league or governing body for his campaign showtime, created for the Milan-Cortina 2026 Winter Games. It is competing with Euroleague Basketball, RFU & MATTA, Scottish Rugby, Skateboard GB, Swim England and the FA.
Colin Smith, Director General of the ISU, expressed his pride on the ISU website. Our selection for the Sports Business Awards constitutes a tremendous recognition of creativity, ambition and teamwork which underpin our Showtime campaign, as well as the broader transformation underway within the ISU. Over the past four years, we have redefined the ISU and the way skating is presented, experienced and valued worldwide He says.
« Showtime was a powerful expression of this transformation on the biggest sports stage. This campaign allowed us to to present figure skating at the Winter Olympics in a new, contemporary and captivating wayAnd its record-breaking results have demonstrated the extraordinary potential of our sports when we combine world-class athletic performance with creativity and compelling storytelling. This nomination is a testament to the progress the ISU has made and the momentum we are building. " he adds, thanking the Redtorch agency for its contribution to the success of this campaign.
This campaign was marked by the implementation of a Skating House during the Games, a partnership with Labubu and record figures on social networks with, among other things, 402 million video views and some 430.000 new subscribers.
