Germany’s premier public-service broadcasters, ARD and ZDF, have secured the future of domestic television coverage of the German Ski Association’s (DSV) World Cup events through a contract extension to the end of the 2029-30 season. The deal, announced on February 5, 2026, ensures that national competitions across a wide range of skiing disciplines will remain freely accessible to viewers.
The agreement encompasses live and on-demand broadcasting rights for events in alpine skiing, ski jumping, cross-country skiing, Nordic combined, ski cross, freestyle skiing, and snowboarding. It also includes select events like the Biathlon World Team Challenge, and guarantees continued coverage of major highlights such as the Vierschanzentournee (Four Hills Tournament) and the Kandahar-Abfahrt (Kandahar downhill race).
This extension builds upon a previous four-year agreement between the DSV, ARD, and ZDF, which concluded at the end of 2020. The latest renewal was negotiated through SportA, the joint sports rights agency for the two broadcasters.
The significance of this continued partnership extends beyond simply providing television coverage. Stefan Schwarzbach, the DSV’s head of communications, emphasized the importance of the media exposure for the growth and development of winter sports in Germany. “The winter sports coverage on ARD and ZDF creates visibility and reliability for our disciplines,” Schwarzbach stated. “This media presence fosters identification with our top athletes and has a direct positive impact on youth development in regional associations, and clubs.”
For the DSV, the relationship with ARD and ZDF is viewed as fundamental to its broader objectives. Schwarzbach explained that reach isn’t merely a goal in itself, but a crucial foundation for the organization’s work. “Our partners need reliable visibility and strong platforms. That enables the DSV to develop its disciplines largely independently and financially, from the elite level to the grassroots,” he said.
The deal’s impact is expected to be felt throughout the German winter sports community, from elite athletes gaining increased exposure to regional clubs benefiting from heightened interest and participation. The accessibility of these events on both traditional television and the broadcasters’ online platforms – including the ARD Mediathek – ensures a broad audience reach.
While ARD and ZDF have secured the domestic broadcast rights, the international media rights for all FIS World Cup events held in Germany are currently held by Infront, under a deal that runs through 2026. Sponsorship rights for World Cup events in Germany are managed by Sportfive, with their current agreement expiring in June 2026.
The extension of this media partnership underscores the enduring appeal of winter sports in Germany and the commitment of public-service broadcasting to providing access to major sporting events for a wide audience. It also highlights the strategic importance of media rights in supporting the development and sustainability of national sporting organizations like the DSV.
The continued availability of these events on free-to-air television is particularly noteworthy in an increasingly fragmented media landscape, where live sports coverage is often relegated to subscription-based platforms. By maintaining this accessibility, ARD and ZDF are ensuring that the excitement and drama of German winter sports remain available to all.
