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COVID-19 has crippled the winter sports industry – but a digital revolution will help it recover

  • Written by Sascha L. Schmidt, Professor and Director, Center for Sports and Management, WHU – Otto Beisheim School of Management
COVID-19 has crippled the winter sports industry – but a digital revolution will help it recoverShutterstock/Artur Didyk

It was all going so well. When China sparked the greatest winter sports boom in history by trying to inspire 300m people ahead of the Olympics in Beijing in 2022, the forecast for the industry was great. The 2018/2019 season was the most successful for 20 years, as the American and European markets were thriving too.

Then...

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