Jürg Capol is a Swiss cross-country skier who competed from 1985 to 1994 and after his sporting career. Jürg has more than 25 years’ experience in the marketing and management of international events and tourism.
He has been involved as director of tourism board in Silvaplana for 5 year, as Chief Marketing Officer for the FIS Alpine Ski World Championships 2003 in St. Moritz, as Race Director for FIS Cross-Country during the period 2003 – 2012, leading the FIS Cross-Country World Cup events during the whole period, FIS Nordic World Championships in Oberstdorf 2005, Sapporo 2007, Liberec 2009, Oslo 2011, Olympic Winter Games in Torino 2006 and Vancouver 2010. From 2012 until 2016 he was Nordic Director FIS Marketing AG in regards the sales of FIS Marketing rights at the FIS Ski Jumping World Cup, FIS Cross-Country World Cup, FIS Nordic Combined World Cup and FIS Ski Flying Championships in Harrachov in 2014 and Kulm 2016. Since 2016 Jürg is the Marketing Director at the FIS and responsible for all FIS disciplines, six Disciplines are integrated at the Winter Olympic Games with 52 gold medals.
Jürg is also involved in the new FIS digital strategy, through FIS strategy the objective to create an ecosystem to truly serve skiing viewers and fans which will open up new commercial opportunities for the stakeholders. Presently future partnerships are under discussion with several partners. Fundamentally the two goals are to increase viewer and fan engagement and open new commercial opportunities. The commercial opportunities are data driven sponsorships and direct consumer monetisation in connection with engagement through the connected skiing ecosystem and new digital opportunities as a result of the owned and known data.