The article reveals the features and prospects of figure skating not only as one of the most popular sports in Russia at the moment, but also as a specialized sphere of the cultural industry, as well as a narrowly focused branch of the experience economy. The aesthetic, artistic and emotional component of figure skating makes it not only a sport, but also an integral part of the cultural and entertainment sphere, in which impressions are a new product of consumption. Figure skating is also one of the tools of "soft power", which allowing to influence the perception of the country among the foreign audience. It is emphasized that figure skating is difficult to develop exclusively on a commercial basis, but related activities, including ice shows and the production of sporting goods and equipment, have a good opportunity for commercialization. The export potential of Russian figure skating is evaluated, which makes it possible to consider it as one of the areas in which Russia's positions are distinguished by high international competitiveness.