I’ve been an avid alpine racing fan since I was a kid. I grew up in the industry, was a competitor in college and coached on the collegiate level. I’ve been fortunate to attend many FIS World Cup races at iconic venues around the world. I still follow the US team at every opportunity, and therein lies the rub.
Despite the incredible success of US Team members in recent years, being a fan today is as difficult as the courses those racers navigate. Trying to watch is as frustrating as skiing out on the second run. When coverage is available, I watch on NBC Sports and Peacock. NBC Sports only carries marquee events such as the Olympics and World Championships but at least, since they’re on cable, I can use my DVR (in my opinion NBC Sports did a better than average job covering the World Championships in February). Peacock? Where to begin? Simply awful coverage, if you can find it. Live coverage generally originates in Europe when it’s so early in the morning it’s hours before most people are up. Watching after the event presents a lineup of chopped up highlights and old events. When Mikaela Shiffrin returned to competition after her injury at Killington, VT she was gunning for her 100 th win. She got it, but few in the US saw it.
So, I asked myself the leading question above. Why is watching the US Ski Team on TV so damn difficult? The answers are myriad. I know there are licensing issues with the FIS but as I researched the issue, I couldn’t believe what a tangled mess the subject is. Here are the obstacles I learned about:
1. Broadcasting Rights Creating Poor Coverage
Fragmented and inconsistent broadcasting rights are a major hurdle. Unlike other sports, each country controls its own broadcast rights for FIS Alpine Ski Racing, meaning a U.S. viewer might need different platforms to watch races depending on where they are held. NBC, who holds the US rights, has shuffled ski racing coverage around their various platforms. Such inconsistency is the reason fans must subscribe to multiple services.
2. Time Zone Challenges
As previously mentioned, many races occur in the early morning hours in the U.S., often between 3 AM and 9 AM Eastern. This creates a major time zone challenge for American audiences. Some hardcore fans may wake up early to watch races live but there’s little chance to build an audience as casual viewers are unlikely to tune in at such inconvenient hours. Delayed highlights further frustrate fans who want to see the action as it happens. Worse still, delayed coverage can be poorly edited or filled with excessive commercials, detracting from the viewing experience.
3. Limited Mainstream Appeal in the U.S.
Alpine skiing remains to be a niche sport in the U.S. While recent successes by American ski racers have generated interest, ski racing still lacks the widespread appeal needed to justify consistent prime-time coverage. Without a large enough audience, broadcasters have little incentive to make ski racing more accessible. Football, basketball, or even other winter sports like snowboarding and freestyle skiing have a larger fan base. This means networks don’t see Alpine Skiing as a profitable sport to broadcast live.
4. Marketing and Promotion is Lacking
Compared to major American sports leagues, ski racing receives minimal marketing in the U.S. Many potential fans are simply unaware of when or where races are airing because they are not widely promoted. Social media and streaming services have made it easier for fans to track results and highlights, but this does not replace live TV broadcasts. Without effective marketing, ski racing struggles to grow its audience in the U.S., which further discourages networks from investing in better coverage.
5. European Network Dominance
Coverage is primarily produced by European broadcasters who cater to European audiences, often providing extensive coverage in multiple languages. In contrast, U.S. networks rely on sublicensing agreements, which means they do not have full control over the broadcasts. There isn’t a single, easily accessible platform in theU.S. where fans can consistently watch all FIS Alpine Ski Racing events.
6. Weather Uncertainty
Alpine skiing is not easy to televise. It must cover the course which often means top-to-bottom camera placements on the side of a mountain (in recent years drones have made that a little easier). It’s heavily dependent on weather conditions, which often leads to schedule changes, cancellations, or delays. Unlike sports played in controlled environments, ski races can be postponed or even canceled due to snowstorms, high winds, or unsafe course conditions. Such unpredictability makes it difficult for networks to plan TV coverage. This issue further discourages U.S. networks from committing resources to live alpine ski racing broadcasts.
7. A Rising Stream
While streaming theoretically allows for more flexibility, it’s become more complicated by leading to a fragmented viewing experience. In the past, fans could rely on cable networks like NBCSN, but now, many races are exclusive to Peacock, Ski and Snowboard Live, or other niche platforms. Watching all FIS Alpine Ski World Cup events in the US leads to what has been called “subscription overload”. This makes it expensive and frustrating to follow the full season. Additionally, some races may only be available through international services requiring VPN access, further complicating the process.
8. The Need for an American-Based Production Model
American sports networks invest heavily in high-quality broadcasts with expert analysts, multiple camera angles, and dedicated coverage teams. In contrast, alpine ski racing coverage in the U.S. often relies on European feeds with minimal local production. If an American network were to invest in a dedicated ski racing production team, it could create more engaging broadcasts, attract new fans, and make the sport more accessible. However, given the current lack of financial incentive, such an investment remains unlikely.
Conclusion: No Improvement Soon
For US fans, following our Ski Team will continue to be an uphill battle. It will require determination, multiple subscriptions, and a willingness to navigate inconvenient time zones and unreliable coverage. While streaming services offer potential solutions, they have also fragmented access, making it expensive and confusing to watch a full season of racing.
Until there is a stronger demand for alpine ski racing in the U.S., networks will likely continue to provide inconsistent coverage. The best hope for improvement lies in better streaming options, increased promotion, and American skiers continuing to dominate the sport, which could attract more viewers. For now, dedicated fans like me will continue to rely on niche streaming services, social media updates, and occasional network broadcasts to stay connected to the sport we love.

The finish of the female downhill competition at the Ski World Championship held in Val Gardena Garden Südtirol Italy. It’s February 11, 1970. This and other images were on public display to commemorate the 50th anniversary of this event. Photo by Arno Senoner on Unsplash