IBSF partners with Warner Bros. Discovery Sports Europe to elevate bobsleigh and skeleton visibility across the continent

The International Bobsleigh & Skeleton Federation (IBSF) has secured a major visibility boost for the upcoming Olympic season through a new partnership with Warner Bros. Discovery Sports Europe. The agreement marks a strategic shift in how the federation plans to broaden its audience, strengthen fan engagement, and solidify its media presence across the continent.

Announced in late November, the collaboration aims to deliver comprehensive coverage of bobsleigh and skeleton competitions to more than 150 million households throughout Europe. By aligning with one of the region’s largest and most established sports broadcasters, the IBSF seeks to enhance its storytelling capabilities and bring the intensity, speed, and technical mastery of sliding sports to a much wider public.

The partnership forms part of a broader effort to grow winter sports beyond their traditional geographic base. In recent years, both bobsleigh and skeleton have seen steady increases in follower engagement, particularly across digital platforms. Warner Bros. Discovery’s extensive network, multi-platform reach, and experience in narrating the Olympic journey make it a natural partner for a federation seeking long-term growth.

Executives from both organizations emphasized shared goals: elevating athlete profiles, strengthening event narratives, and ensuring that audiences who tune in for the Olympic season have consistent and high-quality access to IBSF competitions. With this collaboration, fans will be able to follow races, behind-the-scenes features, and athlete-focused stories across linear broadcasts, streaming services, and social channels.

The agreement also reflects a broader shift in Europe’s winter sports broadcasting landscape, where traditional television coverage increasingly merges with digital engagement strategies. For athletes, this means greater visibility and potential for sponsorships. For fans, it promises richer, more immersive access to the sport.

Coaches and insiders within the IBSF community have welcomed the news, noting that increased visibility often correlates with stronger grassroots development. With more households encountering the sport—particularly during the high-energy Olympic period—federations hope to inspire new generations of athletes while strengthening existing club networks.

Industry analysts view the timing of the partnership as especially meaningful. As European audiences prepare for the peak of the winter sports calendar, broadcasters compete for compelling content that blends tradition with innovation. Bobsleigh and skeleton, with their blend of precision engineering, athletic power, and split-second drama, continue to offer a unique appeal on television and digital screens alike.

For the IBSF, the collaboration serves as a statement of intent: to cement the sport’s place in Europe’s competitive entertainment environment while giving athletes and fans the coverage they deserve. As the Olympic season approaches, both organizations look poised to deliver a powerful, unified narrative that places sliding sports firmly in the continental spotlight.