WITH the commencement of the Winter Olympics on the 6th of February, the games once again are proving to be a catalyst for participation and interest in winter sports across the UK.
Research conducted in the UK on behalf of Visa2 highlights just how influential the winter Olympics have become with nearly 7 in 10 Brits saying they are inspired by watching it.
In the past 5-10 years growth in the interest of winter sports has risen by 45%, with 32% booking winter sports experiences in the last year from dry slope skiing to winter sport destination holidays.
97% of respondents believe that Europe’s winter sports industry can be driven through more viewership from the Olympic and Paralympic games.
Ice Skating topped the list for increased winter sports experiences, with 51% of the Gen Zs surveyed saying they plan to book it.
Not only does the winter Olympics have an effect on the sports but also popular tv shows and ‘booktok’ bringing in Gen Z crowds. Shows such as ‘Heated Rivalry’ and ‘Finding Her Edge’ have been widely viewed bringing in engagement across both ice hockey and skating.
Ticket seller Stubhub saw an increase of 40% interest in tickets for hockey in the run up to the winter Olympics and following the series launching on HBO Max.
Watch our package about ice skating here: https://youtu.be/HbgR5LL2B2I
