The Norwegian cross-country skiing teams have lost two of their main sponsors in a short period. Several other sponsors are unsure whether they will continue their partnerships with Norwegian skiing, despite Norway having more stars than anyone else and dominating international skiing, especially on the men’s side.

Much of the criticism revolves around Norwegian skiers barely being visible in the media, except on the results list. Skiing experts have pointed out that 38-year-old Petter Northug and 36-year-old Therese Johaug are the sport’s two biggest profiles today.

Therese Johaug has clear opinions about the situation.

“We need to take this seriously. The Norwegian Ski Federation is losing sponsors—Equinor and Sparebank1 are pulling out, and the federation is renegotiating with Norgesgruppen. We need to reflect on this. We focus on skiing fast, and we should prioritize the sport, but we also have time between races to give something back,” Johaug told VG.

The 36-year-old retired after the 2022 Olympic season but is now making a comeback for the World Championships in Trondheim this coming winter. She is active on social media, posting almost daily about both big and small moments in her life.

“Everyone must realize that we are in a new era. We must contribute. We, as athletes, have a responsibility to the sport too. We have a responsibility to post photos and understand that higher expectations are being placed on us,” she says.

Also Read: Johaug is back!

Visibility Shouldn’t Be a Burden

Johaug is now asking her national team colleagues to help generate interest and engagement around cross-country skiing and ensure that sponsors feel they’re getting value for their money.

“If we want to promote the sport, we have to give of ourselves.”

Johaug points out that sponsors expect a completely different level of engagement from athletes today compared to when she joined the national elite team 15 years ago. Back then, athletes were only required to wear sponsors’ logos on their uniforms. Now, sponsors expect the athletes to actively post and share content on social media and participate in marketing activities within the companies.

For her, it’s neither a “burden” nor particularly time-consuming, but rather a natural part of her daily routine.

“It’s not harder than posting about a tough workout, something cool you’ve done that others might find impressive, where you gave it your all. Or making sure sponsors see that you’re wearing their gear, that you are part of the team,” says Johaug.

At the same time, the national team veteran understands that athletes sometimes want to withdraw into their own “bubble,” and that athletes have different comfort levels when it comes to engagement. In this regard, Johaug emphasizes that sponsor management is teamwork.

She believes the Ski Federation needs to better assess the resources each athlete brings to the table, so they can coordinate activities and contributions in a way that works for everyone.

Skiing Expert: “Laziness”

Skiing expert Petter Skinstad is harshly critical of Norwegian cross-country skiing, but reserves his strongest criticism for the Ski Federation. He believes they need to act, and that time is of the essence.

“The fact that the Ski Federation is in its current situation is due to laziness. There’s no other explanation. They’ve been spoiled with attention and resources for years. The federation needs to take some tough steps now to avoid people becoming indifferent to cross-country skiing. That’s a prerequisite for being the best. They need to get out there, engage with the media openly and transparently, and stop seeing the media as enemies,” Skinstad told Langrenn.com, adding:

“In Sweden, it’s completely different. There, the federation works with the athletes, the athletes show up for TV and media, and they are a much more modern organization overall, more in tune with the times. It’s about building a brand.”

Skinstad concludes by noting that several skiing veterans have managed to adapt to the demands and evolution of the media landscape.

“The best athletes understand the big picture and put in the effort needed to create the conditions for sleeping, eating, and training full-time. Johannes Høsflot Klæbo does it. Therese Johaug does it. Frida Karlsson, Jessie Diggins, Krista Pärmäkoski, Federico Pellegrino, and Lucas Chanavat. They are athletes who have stayed on top for a long time.”

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