Norwegian Cross-Country Skiing Faces Sponsorship Crisis Amidst Financial Struggles

by time news

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!

You may also like

Leave a Comment