[Objective] This paper explores the impacts of the Olympic Games on the public attention of ice and snow sports, aiming to support the promotion of winter sports. [Methods] We collected data from the Baidu index to conduct the Wilxcon rank sum test and correlation analysis. Then, we built a two-way fixed effect model with the LSDV method to test related hypotheses. [Results] The Olympic Winter Games Beijing significantly improved the Baidu Index of ice and snow sports and related equipment or venues. Winter Olympic medals, especially gold medals, significantly increased the Baidu Index of associated sports. Public preferences and the star athletes were positively related to the attention of winter sports, which also increased the social impact of the Winter Olympics and medals. [Limitations] We only examined the Baidu Index of the Olympic Winter Games Beijing, which needs to be expanded. [Conclusions] Major winter games and results, public preferences, and star athletes could promote winter sports in China.
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