Double Olympic gold medalist Ted Ligety on the World Pro Ski Tour
The advent of the COVID-19 pandemic has brought adverse effects and caused drastic changes in industries from across the globe. With government mandates and health protocols advising people to stay at home, the realm of sports has never been the same. Places dedicated to sports such as ski areas, courts, fields, arenas, and other areas have been closed. Taking heed of this ongoing predicament, Jon Franklin, the CEO of World Pro Ski Tour and Ski Racing Media, addressed himself to the challenge of keeping ski racing alive in America.
Like other sports, the world of skiing had to put off holding competitions such as the USA World Cups in Beaver Creek, Colorado and Killington, Vermont, and Nor-Ams across the country. However, under the leadership of Jon Franklin, the World Pro Ski Tour, working in conjunction with county health officials, was able to schedule and hold multiple professional ski race competitions.
Managing the World Pro Ski Tour and now Ski Racing Media, Jon Franklin has proven that solid things can still come out of the COVID season. Even in a COVID year, Franklin has brought new sponsors and advertisers to both properties. Companies and hot brands such as White Claw, DNA-Vibe, REKS, Surefoot, and others have used the marketing opportunities at the World Pro Ski Tour and Ski Racing Media to build their brands even in these challenging times.
Jon Franklin has been making significant waves as the CEO of both the revitalized World Pro Ski Tour and the now re-surging Ski Racing Media, the world’s leading digital publication focused on alpine ski racing. Franklin has initiated successful capital raises and sponsor sales with the World Pro Ski Tour. To do so, Franklin initiated tour activations, massively increasing exposure through reality shows, social media, and traditional television that brought the tour into the homes of millions of fans and followers, even during a COVID shortened season.
As Ski Racing Media chief executive officer, Jon Franklin intends to further expand strategic partnerships and publishing opportunities for the world’s premier multimedia ski racing news outlet. Currently, the publication is experiencing more than a 400% increase in site traffic compared to the year before.
With the statistics on the rise, Jon Franklin plans to kick off an aggressive outreach to new advertisers and then add cooperation with television and live-event assets from the World Pro Ski Tour to the arsenal of opportunities available to advertisers and partners.
Earlier this year, Franklin shared how excited was to join the SRM team. “I’ve been an avid reader of Ski Racing Media since I was 12 years old,” he said. “As such, I am deeply honored to become part of the SRM team to support its growth into the future. The product is going from strong to stronger, and I look forward to further broadening readership by adding breadth to the existing programs and onboarding more partners,” he added.
Although the pandemic has posed many challenges and obstacles the World Pro Ski Tour and Ski Racing Media under Franklin’s leadership both have proven to be unstoppable even in a COVID affected season.