@melissaskavinska: Can figure skating become a truly commercial sport, or will it always depend on the Olympics for mainstream attention? During ICEskatERA OPEN in Toruń, Poland, one thing that stood out to me was the lack of spectators, despite the number of athletes competing and the work happening behind the scenes. I discussed this with the competition organiser, Sylwia, exploring the challenges of attracting audiences, securing sponsorship and building interest in figure skating beyond the Olympic Games. Figure skating has the talent, the stories and the potential to entertain. But if competitions struggle to attract spectators, how can the sport develop a sustainable commercial future? And perhaps the bigger question is whether figure skating is doing enough to reach people outside its existing community. I'd be interested to hear your thoughts. What would it take to make figure skating a sport people follow all year round, rather than primarily during the Olympics? #FigureSkating #ICEskatERAOPEN #SportsBusiness #ArtisticSports

melissaskavinska

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Tuesday 10 November 2026 15:40:02 GMT