STOCKHOLM/BEITOSTØLEN (Nettavisen): – I am fascinated by how one can end up so far down in the “mire” over the last ten years considering the sporting progress they have had, says tomas Pettersson to Nettavisen.
Expressen’s long-time cross-country skiing commentator speaks about Norwegian cross-country skiing’s weak economy and the much-discussed sponsorship crisis.
Norwegian cross-country skiing has been several million kroner in the red in recent years, and this autumn it became known that lucrative sponsorship deals with Equinor and Sparebank1 will end in 2025.
– One is the world’s best skiing nation, but can’t manage to fix the economy in a better way. If I were a Norwegian who loved cross-country skiing, I would be very upset over how many millions seem to be wasted on the wrong things, Pettersson states clearly.
sweden’s cross-country skiing chief Anders Byström says he is surprised by the situation in Norwegian cross-country skiing. He believes that cross-country skiing in Norway suffers in competition against other sports.
– It is clear that there is a tough battle for sponsorship money, but that Norwegian cross-country skiing would lose sponsors is not something one thought would happen. I don’t know the background for it, but it is indeed a bit worrying for the sport that Norway is struggling, he says to Nettavisen.
– Have been bad at their job
However, things do not look completely bleak for Norwegian cross-country skiing. Recently, the Ski Association has secured some new sponsorship agreements, and later this season a World Championship will take place in Trondheim.
Pettersson believes the championship in Norway will save this season for the Ski Association, but he is worried about what will happen afterward.
– What will happen next season? And the season after that? I would be worried about that, since the trend has not pointed in the right direction in any case, he says.
EXPERT: Long-time cross-country skiing commentator in Expressen, Tomas Pettersson, is concerned about the situation in Norway.
Photo: Petter Arvidson (Bildbyrån)
– What one thinks spontaneously is that there must be a lot of high-ranking people in the Norwegian Ski Association who must have been bad at their job.With such a product,one should be able to make money in a better way than they have done,says Pettersson.
Swede Calle halfvarsson has been part of the cross-country skiing scene for many years. He thinks it is a shame to hear about the situation for Norwegian cross-country skiing, but he believes he knows where the problem lies.
– There are almost only Norwegians on the podium. It is on the women’s side that we get Swedes up there, but there are not many other nations. And the sport is not growing from that. It is just to be honest and say it, he tells Nettavisen.
NORWEGIAN DOMINANCE: The Norwegian men have dominated greatly in cross-country skiing in recent years. Here from the World Championship in Planica in 2023,where Norway captured all the medals in the 15 km freestyle.
Photo: Heiko Junge (NTB)
Halfvarsson believes the Norwegian dominance makes cross-country skiing face resistance in the sponsorship market.
– Norwegian sponsors might think it is not as captivating when they do not get any competition. that is where the shoe pinches, I believe.And I think that is why sponsors are dropping out,he says.
– Things can be done better
Tiril Udnes Weng has been on the Norwegian women’s national cross-country team for several years. She believes that tough economic times in society, in general, negatively effect their situation.
– The situation goes up and down, and now we might be down in a trough. We have secured some new agreements recently, and that is very positive. And generally, the economy for the country’s population is a bit worse now, so it is natural that it follows the sport. But it is clear that things can also be done better from many fronts, she tells Nettavisen.
The men’s national team’s Simen Hegstad Krüger has noticed that the competition for sponsorship money is tougher now than before.
– It is a bit tougher competition for sponsorship money today, and the money is not as readily available from the various companies. I think we just have to accept that this is how the new everyday life is. There is competition for resources. I do not feel that there is a crisis mentality in the association, even though there is work to be done on the marketing side, he tells Nettavisen.
– How can Norwegian cross-country skiing improve its financial health moving forward?
Interview: The Challenges of Norwegian Cross-Country Skiing Sponsorship
Time.news Editor (TNE): Welcome, tomas Pettersson, long-time commentator on cross-country skiing at Expressen.It’s great to have you here to discuss the intriguing yet troubling situation facing Norwegian cross-country skiing. To start,can you share your thoughts on how a sport known for excellence,like cross-country skiing in Norway,has landed in such economic turmoil?
Tomas Pettersson (TP): Thank you for having me. It truly is fascinating and a bit perplexing. Over the last decade, Norwegian cross-country skiing has made remarkable sporting advancements, yet financially, it has been quite the opposite. Millions in the red! It’s baffling how the nation renowned as the best in the world in this discipline is struggling to manage its finances effectively.
TNE: That is indeed striking. You mentioned in your commentary that upcoming sponsorship deals with major companies like Equinor and Sparebank1 will end in 2025. Why do you think these lucrative partnerships are coming to a close?
TP: There’s no denying that cross-country skiing in Norway is facing stiff competition from other sports for sponsorship dollars.Companies are gravitating towards sports with broader appeal or that align more closely with their marketing strategies. It’s a tough battle for funding. If I were a Norwegian fan of cross-country skiing, I’d be very upset at how many millions seem to be wasted on mishandling sponsorship opportunities and financial planning.
TNE: That’s a valid concern. I’d like to bring in Anders Byström, Sweden’s cross-country skiing chief, who expressed surprise at the current state of affairs in Norway. He indicated that the decline in sponsorship was unexpected. Why do you think this has caught even seasoned insiders by surprise?
TP: It shows the depth of the crisis. Byström’s surprise underscores a larger issue; there’s often a misconception that success on the field translates smoothly into financial backing. But as we’ve seen,it simply doesn’t work that way. The sponsors wont results, visibility, and engagement, and if they feel that’s lacking, they’ll look elsewhere. It’s alarming for the sport to witness such struggles coming from a country like Norway, which has traditionally been a powerhouse.
TNE: You mentioned some hope on the horizon with new sponsorship agreements being secured. How crucial are these new sponsors for the survival of the Ski Association?
TP: They are absolutely essential. The recent deals provide a much-needed financial lifeline as they brace for the upcoming World Championship in Trondheim. I beleive this event will be a major boost, creating excitement and engagement that could potentially rekindle interest and investment in the sport. Though, the lingering question remains: what happens after the championship? will these new partnerships sustain the sport’s financial health in the long term?
TNE: It’s clear that while there are opportunities, there’s also a lot of uncertainty. As the Treasury of the Norwegian Cross-Country Skiing Association navigates this tough landscape, what strategies do you think they should adopt to remedy the situation and secure future sponsorship?
TP: Clarity and engagement with sponsors are key. They need to demonstrate effective use of resources and how investments translate into results — not just in terms of winning medals, but also in fan engagement and visibility. Moreover, exploring partnerships outside of customary corporate sponsors, such as tech companies or lifestyle brands, could create new pathways for funding and renewed interest in the sport.
TNE: Thank you, Tomas, for your insights on this pressing issue. It will be interesting to see how Norwegian cross-country skiing navigates these challenges and what strategies they implement to ensure their long-term success.
TP: Absolutely. Let’s hope for a turnaround, not only for the athletes but for the passionate fans who deserve a thriving cross-country skiing scene in Norway. Thank you for having me!