World Cup: The Economic Impact of Skiing in Italy

The Exciting Return of Alpine Skiing Competitions

Alpine skiing enthusiasts rejoice as the world’s best athletes are set to hit the slopes again, ready to compete in the most stunning locations across the globe.
This weekend marks the much-anticipated start of the men’s and women’s Alpine Ski World Cup.
The Italian women’s team, in particular, is eager to deliver breathtaking performances and secure impressive results, continuing the outstanding achievements seen in recent seasons.

In contrast, the outlook for the Italian men’s team appears somewhat more modest.
However, there remains hope for surprising outcomes or improvements in performance.
Alpine skiing in Italy is significantly influential, intertwined with aspects of sports, economy, finance, and investments.
Valeria Ghezzi, president of the National Association of Lift Operators (Anef) associated with Confindustria, recently highlighted some of these vital numbers to Il Sole 24 Ore.

The Financial Impact of the World Cup

The financial stakes in the Ski World Cup can be comprehensively assessed this season.
The official website of the International Ski and Snowboard Federation provides a detailed table outlining the prize money for each event.
Regardless of the venue, all financial awards from the winner down to the 30th place remain consistent.
A single victory is worth slightly over €50,000, meaning if an athlete were to triumph in every scheduled event, their total earnings could soar to around €12 million.

Additionally, both male and female athletes often benefit from personal sponsorships, which can significantly boost their annual income, although these contract figures can be elusive.
For instance, last season, Federica Brignone earned approximately €500,000, ranking her third in the women’s category, while Sofia Goggia garnered just over €200,000.

Italy’s Prominence in Europe

When analyzing the Italian skiing landscape, the country stands out as the third-largest in Europe for revenue and skiing days, following Austria and France.
The figures underscore the sector’s importance, with a staggering €1.3 billion in revenue, escalating to €8 billion when considering the indirect impact.
As Valeria Ghezzi noted, with the opening of the 2024-2025 ski season, Anef members are investing over €310 million in ski lifts, grooming machines, and snow-making equipment—marking the highest investment seen in the last decade.

The Tourism Ministry also emphasizes that every euro spent on ski lifts generates a tenfold return in local economic impact.
Over €400 million has been allocated for mountain-related investments during the 2023-2024 period, focusing on enhancing sustainability.
Ghezzi explains that “the snow used is additive-free, but producing one kilometer of a 40-meter-wide ski run costs €80,000.” New grooming machines are capable of reducing diesel consumption by 12-13%, while high-efficiency snow-making systems achieve about 15% energy savings.
Furthermore, some companies utilize Ecodrive technology in chairlifts, resulting in a 20% reduction in power consumption, as explained by Cristian Celoria, a PwC partner.

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