The 2023/24 Alpine Skiing World Cup season faced significant challenges, with 22% of races cancelled due to lack of snow and unfavourable weather caused by climate change.
KPMG’s ESG team, in collaboration with athletes, identified the unsustainable race calendar as a critical issue. The excessive travel between distant locations not only affects the athletes but also has a significant environmental impact. This led to a strategic initiative to push for changes in the World Cup calendar, focusing on clustering events geographically to minimize travel.
To implement this change, KPMG launched a comprehensive report titled “Change the Course – for a Better World Cup.” The report, based on data collection, interviews, and consultations with athletes and support staff, provided 11 key recommendations, including reorganizing the event schedule.
Leading up to the report’s release, athletes shared cryptic videos simulating racecourse visualizations, sparking curiosity within the skiing community. The report was strategically launched at the 2023/24 season finale in Saalbach, ensuring maximum visibility among athletes, the press, and the International Ski Federation (FIS).
The initiative quickly gained traction, with FIS engaging in discussions with the Norwegian Alpine Ski Team and KPMG. Claus Ryste, Head of Sports for Alpine Skiing in Norway, emphasized that the proposal had already become a shared goal for FIS and participating nations. This marked the beginning of significant changes aimed at creating a more sustainable World Cup in the coming seasons.
