Infront, the international sports marketing agency, and StreamAMG, the UK-based video and technology services provider, have partnered to launch a new direct-to-consumer winter sports streaming platform in the US.

Ski and Snowboard Live combines the vast swathe of snowsports rights that Infront represents through a partnership with various ski bodies and StreamAMG’s streaming technology to provide coverage of international events including the International Ski Federation's (FIS) Alpine, Snowboard, Freestyle Ski and Cross Country World Cups.

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In total, it will show 160 live races during the 2021-22 season, beginning with this weekend’s FIS Alpine Ski World Cup event in Levi, Finland, as well as on-demand content, highlights, interviews, event replays and other behind-the-scenes footage.

Viewers will be able to access content at skiandsnowboard.live via a season subscription or on a pay-per-view basis.

Infront, significantly, is the worldwide rights distributor for the FIS, but it also has winter sports partnerships in place with bodies such as the Swiss-Ski federation and the International Biathlon Union, among others.

For StreamAMG, Ski and Snowboard Live marks an entry into the snowsports space, although it already has a substantial portfolio of major sports partnerships elsewhere, including with the UK promoter Matchroom Sports, England’s Rugby Football League governing body, the Professional Triathletes Organisation and the Professional Darts Corporation.

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Infront and StreamAMG have also worked together previously, with the MXGP.TV motocross streaming platform being one notable example.

Amikam Kranz, vice president for media sales and operations at Infront, said: “We were keen to ensure that snowsport fans in the US were given access to the best possible broadcast and we are delighted to be working with StreamAMG ahead of a thrilling season. This is a unique opportunity for supporters to gain access through a dedicated platform that perfectly serves their expectations in terms of live broadcast and on-demand content.”

Mark Silver, general manager for North America at StreamAMG, added: “The launch of Ski and Snowboard Live marks a major milestone for StreamAMG as our first snowsport platform, and we’re excited to be bringing live coverage of some of the most important winter sports events in the world to American audiences.”