The conflict over television rights is intensifying. Following the situation in Austria, the German Ski Association is now also taking legal action against the FIS and its president, Johan Eliasch. Former ÖSV President Peter Schräcksnadel remarked, “He wanted to let the nations fade away.”
In the debate over marketing rights, the German Ski Association has brought the issue to court against the global governing body, FIS. This is due to changes in the FIS competition rules, which, from the DSV’s perspective, constitute a clear violation of German and European competition and antitrust laws. “That led us to file for an interim injunction at the Munich Regional Court a few months ago to safeguard our property rights,” stated DSV board member Stefan Schwarzbach.
The Austrian association (ÖSV or Ski Austria) is pursuing a similar course. While the court proceedings in Austria have been postponed until the end of November, a verdict from the Munich District Court is expected by mid-October.
Schröcksnadel’s Strong Criticism
The core issue revolves around marketing; until now, national ski associations have managed the marketing of their races independently. However, the controversial FIS President Johan Eliasch aims to centralize the marketing rights starting from the 2025/26 season to explore new markets, such as in the USA, China, and Saudi Arabia. This dispute has been ongoing for over two years.
Former ÖSV President Peter Schröcksnadel transitioned from being a supporter to a critic of Johan Eliasch. GEPA pictures / Armin Rauthner
“When something isn’t functioning, you usually attempt to fix it. Unfortunately, Eliasch is not inclined to learn. He only focuses on money, possesses a large ego, and that approach is ineffective,” commented former and long-time ÖSV President Peter Schröcksnadel on Monday during “Sport and Talk” on ServusTV, sharply criticizing the man he initially supported when he was elected to lead the World Association in 2021. “I quickly regretted backing Eliasch. He aimed to let the nations perish. While central marketing can be beneficial, the individual teams must be allowed to sustain themselves. That is being compromised, and I oppose this.”
Potential Agreement or Ongoing Conflict?
Similar sentiments are echoed in Germany. “It is the unanimous view under applicable German law that the media and marketing rights for the World Cup events in Germany belong to the DSV and its local organizational partners,” said Schwarzbach. The ownership of rights has always been a crucial and explicit aspect of the competition rules.
The dispute over TV rights continues to escalate. After the Austrian one, the German Ski Association is now also fighting the FIS and its leader Johan Eliasch in court. Former ÖSV President Peter Schräcksnadel: “He wanted to let the nations die.”
In the heated dispute over marketing rights, the German Ski Association (DSV) has taken the world governing body FIS to court. This legal action stems from changes to the FIS competition rules which, according to DSV officials, violate German and European competition and antitrust laws. “That’s why we decided a few months ago to apply for an interim injunction at the Munich Regional Court to protect our property rights,” stated DSV board member Stefan Schwarzbach.
The dispute isn’t isolated to Germany; the Austrian Ski Association (ÖSV) is also taking a similar legal route. While proceedings in Austria have been postponed until the end of November, a crucial decision is expected from the Munich District Court in mid-October.
Schröcksnadel Shoots Sharp
The crux of the dispute is centered around marketing rights. Previously, national ski associations had the autonomy to market their own races. However, the controversial FIS President Johan Eliasch aims to centralize these rights starting in the 2025/26 season, with intentions to tap into lucrative new markets such as the USA, China, and Saudi Arabia. This change has been a point of contention for over two years now.
Ex-ÖSV President Peter Schröcksnadel went from being a former supporter to becoming a critic of Johan Eliasch. GEPA pictures / Armin Rauthner
“If you don’t know something isn’t working, you try it. Unfortunately, Eliasch is not capable of learning. He only sees the money, has a big ego and that doesn’t work,” said former ØSV President Peter Schröcksnadel in a recent interview on “Sport and Talk” via ServusTV. Schröcksnadel, who once supported Eliasch’s ascent to the presidency in 2021, now voices regret over that support. “He wanted the nations to die. Central marketing is good, but the teams should be able to live individually. That’s being lost and I’m against that.”
Agreement or Further Confrontation?
Similar sentiments resonate with German stakeholders. “According to unanimous opinion and under applicable German law, the media and marketing rights for the World Cup events in Germany belong to the DSV and its local organizational partners,” asserted Schwarzbach. The rights ownership has historically been acknowledged as an integral part of the competition rules.
Key Issues in the Legal Battle
- Media Rights Ownership: Who rightfully holds the marketing rights for ski events?
- Competition Rules Changes: Are the changes made by FIS justifiable or are they infringing national rights?
- Future of National Associations: Will central marketing threaten the viability of national ski associations?
Potential Implications for Skiing
The outcome of this legal battle could have far-reaching consequences for the future of skiing as a competitive sport. If the FIS’s centralization plan is upheld, it could lead to:
Benefits of Centralized Marketing
- Increased Revenue: Access to new markets could foster substantial revenue growth.
- Unified Strategy: Centralized marketing may create a cohesive global brand for skiing.
- New Sponsorship Opportunities: Attracting sponsors at a global level could enhance funding for development programs.
Risks of Centralized Marketing
- Loss of Autonomy: Individual national associations may lose their independence in promoting their regions.
- Market Saturation: Attempting to penetrate multiple new markets simultaneously could backfire.
- Effect on Local Events: If funding is largely centralized, local events could suffer from financial neglect.
Expert Opinions and Analysis
Opinions among skiing experts are deeply divided regarding the best path forward. Some argue that a unified approach under FIS leadership is necessary to modernize the sport and expand its global footprint. Others believe that national associations should retain their marketing independence to preserve local identities and traditions.
Case Studies: Success and Failure
| Country | Marketing Approach | Outcome |
|---|---|---|
| USA | Decentralized National Marketing | Success in attracting local sponsors and viewership |
| Canada | Centralized FIS Approach | Lack of local engagement and reduced event attendance |
As the legal proceedings unfold, all eyes are on the Munich District Court. The decision may not only alter the dynamics of ski marketing but also set a crucial precedent for how sports associations operate in a rapidly changing market.
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