With the FIS Ski World Cup rapidly approaching, the excitement for the showdown on the snow is palpable. Fans are also waiting to watch Mikaela Shiffrin as she is gearing up to return after a challenging comeback from injury. After a devastating crash last January, Shiffrin returned to dominate the snowy heights just two months later. Now, as she is primed to deliver breathtaking performances and eyes the Crystal Globe, a growing frustration has been surfacing among fans. 

With all eyes stuck on the icy slopes, Mikaela is now set to kick off the season in Soelden, Austria, on October 26. But as anticipation builds for the start of the season, a major broadcasting issue has dampened the thrill surrounding the event. The issue regarding a fragmented system has become a point of contention in the ski racing community.

Recently, the US Ski & Snowboard Team announced that broadcast rights for the World Cup are decentralized. This would mean that every country is responsible for selling its rights individually. This announcement has left several fans in the lurch as they are unable to access the coverage easily. Acknowledging the disappointment of the audience, Shiffrin voiced her opinion, writing, “May not be the most ideal situation, because broadcast rights for our sport are not yet centralized, but here are the details for how to watch this year’s @fisalpine World Cup”. And now skiing icon Lindsey Vonn too shared her take on the same.

This isn’t a new issue. Lindsey Vonn, who has been a former teammate of Shiffrin, has been outspoken about the challenges ski racing faces in gaining more exposure, especially in the U.S. During a recent interview with Olympics.com, Vonn expressed her exasperation at how difficult it is to follow the sport on television in America. “Right now in the United States, you really can’t watch ski racing, which is crazy”, Vonn stated unapologetically. “We can only watch Austrian races, and it’s only on one channel at three in the morning. So not a lot of people are watching ski racing in the U.S. right now.”

The legend’s frustration appears to extend beyond just the issue surrounding the coverage of the sport. Lindsey Vonn shared how she believes that there’s another root cause that needs to be resolved to make sure that skiing thrives as a sport. “Everyone wants the sport to be successful,” Vonn noted, “but everyone also needs to work together to make that happen.” Her concerns reflect upon a larger question that looms regarding sports broadcasting. How can a sport continue to maintain relevance and grow a fanbase in a competitive media landscape? 

For star athletes like Shiffrin and legendary figures like Vonn, who has always been a vocal advocate for their sport, the lack of visibility turns out to be frustrating. More so because they have been working way too hard to push the boundaries of the sport and build impeccable records. Lindsey Vonn has continued to lead the charts as an all-time leader in women’s World Cup wins, with 82 victories.

A record she held until Shiffrin took over in 2023. Mikaela is on the verge of reaching 100 World Cup wins. Their accomplishments truly have every potential to inspire the next generation of American skiers. However, without proper media coverage, those milestones risk being missed by audiences, whose sole support can make the sport reach heights.

Lindsey Vonn voiced for gender equality and safety in sports while battling for better ski coverage

This isn’t the first time that Lindsey Vonn is speaking up, aiming for the betterment of the sport. Vonn has been a strong advocate for gender equality in skiing. Back in her prime time, in 2018, she publicly supported efforts to allow female skiers to compete on the same courses as men. Moreover, she specifically pushed for the chance to race against men in official World Cup events.

“There are definitely instances where we aren’t equal to men. It’s not always fair. Definitely is a generalization that we are kind of second-rate on the World Cup”, stated Vonn. She added, “You know, we’re the pony show, and the men are the real race horses. So that’s always disappointing to hear, but I think there definitely is a discrepancy in the level”.

Injuries have come up as huge setbacks for Vonn several times. And that has made her well aware of what an important role safety plays in such a perilously beautiful sport. Suffering multiple injuries throughout her career, Vonn has often emphasized the need for injury prevention in skiing. Lindsey also highlighted that ski resorts and organizers need to prioritize athlete safety over everything else.

Since her retirement, Vonn has remained active in the sport as a commentator, advocate, and mentor. Post-retirement, Vonn has paid special emphasis on encouraging young skiers to take up the sport. It’s the future generation who can help the sport survive. And to make sure of the same she founded the Lindsey Vonn Foundation. The foundation offers scholarships and mentorship to help young people, especially girls, pursue their passions in skiing and other areas. 

Now, with the World Cup season set to kick off, both Vonn and Mikaela Shiffrin are hoping for some solutions to the ongoing broadcasting issues. After all, the future of ski racing depends on making the sport more accessible to fans, not just in Europe but around the globe. The race is on, and so is the fight for better visibility on the world stage!