The Olympic effect. The International Ski and Snowboard Federation (FIS) recorded a surge in activity during the Milan-Cortina 2026 Games. The FIS published 5.400 posts across Instagram, Facebook, YouTube, TikTok, X and WhatsAppIt reached 643,6 million people, generated 15,1 million engagements and gained almost 217.000 subscribers. In details, Alpine skiing attracted the most new followers (74,689).ahead of acrobatic disciplines (54,818).
« Non-traditional markets such as Vietnam, Saudi Arabia and Brazil – the latter stimulated by the historic gold medal won by Lucas Pinheiro Braathen – recorded exceptional growth "The federation is delighted," it said. via Instagram that the FIS reached the most people (357,8 million), followed by Facebook (145,4 million) and TikTok (120,5 million).
The FIS reached 120,5 million people with just 249 TikTok posts, This translates to approximately 483.900 people reached per post, making TikTok the most efficient distribution channel per unit of content. The top-performing videos also reached 33,3 and 30,5 million views. The FIS website also saw a surge in traffic with 28,5 million page views and a total of 1,8 million users, including one million new usersThe internet users came mainly from Poland, Slovenia, the United States, Italy, and Germany.
« These Games have shown the world what our athletes, our national ski associations, and the entire snow sports community can achieve together.commented President Johan Eliasch. These Games embodied universality and the emotional power of snow sportsThey remind us that the FIS is not only the largest federation of the Winter Olympic Games, but also a family that continues to grow, inspire and lead the way towards a more inclusive, sustainable and global future for winter sports. A record number of 89 National Olympic Committees participated in the FIS events, 10 more than in Beijing in 2022.
