The European ski tourism and property markets have so far remained resilient in the face of the Eurozone’s ongoing financial woes. Recent figures on Europe’s tourism market paint an optimistic picture, with ski tourism rising by five per cent a year over the past decade.
As cheap package deals and youth-oriented snowsports events have made skiing and snowboarding become more accessible to the masses, we spoke to four brands that incorporate winter sports into their sponsorship portfolios, to establish whether the appetite for snow is growing among sponsors too. We spoke to Hublot, British Land, Desperados (Heineken France) and Actavis.