Junior/ U23 World Ski Championships is one of the most underrated sporting shows on Earth.
If you are a gear or apparel manufacturer you want to sell. If you are a specialized sporting goods shop you want to attract customers. If you offer services of whatever kind – you want exposure & right buzz.
When 500 extremely fit young women and men gather to race against fairytale backdrop of the Finnish wonderland you’ve got a stage you want your products to be put into.
So “people lose track of their wallets” as the classic description of good marketing goes.
Who do you reckon shall affect shopping choices of a 15 year girl who’s purchasing power is only limited by that wallet of her parents ( and virtually unlimited in case of fathers!) – a 30 year old world champion or a 20 year Junior world champion?
The races not on TV? Young people don’t watch television – they watch YouTube, TikTok and Instagram.
The gamble paid off:
Says Match TV manager Alexander Taschchin: “We took some risks with a decision to broadcast JWSC races but we are actually very pleased with viewership figures we had “.