A form of financial doping, says Norway’s most experienced sponsor bosses.
– This is unfortunately bad news. No other people than Norwegians bothered to watch a sport where Norway wins almost everything, says Jacob Lund. He was 20 years sponsorship manager at DNB and was regarded as one of the most powerful people in Norwegian sport.
– WSC lose interest internationally by such results.
Norway has a dream start at WSC with six of 11 gold.
– This makes it even harder to sell skier other countries. Norway’s dominant position has already led to the Germans rather see Bob on TV than the run of the monster hill during the Tour De Ski, says Lund. He points out that it is barely countries other than Norway and Sweden who send WSC directly on the major channels.
– This is a form of financial doping, says Lund.
– None of our competitors have greater financial muscle than Norwegian Ski Federation. We have a so madly ahead in terms of resources, support, research, money and sponsors, that it is almost impossible for the other to hang out with.
The Norwegians have the most money
Even before the WSC Falun FIS was concerned, and discussion is already underway on what should be done.
One of the proposals is to impose restrictions in how big the support behind each runner can be.
– The Norwegian skiing community has incredible good economy compared to all others. The Norwegian sponsors will still be there when they see how vast cross is in Norway and how much this gets hyped up in the media, says Lund.
– It ensures that Norway also forward has far more resources than the competition. But it is obvious that this increases the risk that other nations give up and throw in the cards.
He believes cross sport will lose big international sponsors such as BMW, Milka and Ruhrgas.
– The worst for the international sponsors is that the media in other countries lose interest. European sponsors will not pay for something that is not being shown on TV, says Lund.
Vodka producer who sponsor
It has attracted attention that the main sponsor is the Russian vodka producer Zimnjaja Doroga, which means “Winter Road”.
– At the International Ski Federation allows a vodka producer primary sponsor says a lot, the experienced sponsorship manager, who now runs his own consulting company in sponsorship work, marketing and branding.
– In Russia sits oligarchs with very much money, and they will have fun. Oligarchs like thankfully to play around, says Lund.
The Russian oligarch Vagit Alekperov is the main sponsor of the Russian skiers. Alekperov Lukoil owns and owns 94 billion.
Lund think the Russian oligarchs is the best hope for competition in international skiing:
– The only people who can set the same resources, they Russian oligarchs. It is quite possible that they may contribute to at least Russian skiers manage to compete with the Norwegians.
– Mister you excitement, sport loses much
– It is thought provoking that it is a Russian vodka producer one ended up in Falun. It’s strange to look at, says Petter Svendsen, sponsorship manager at Telenor.
He is one of the most powerful men in sport sponsorship.
– When you see the great pictures and the happy people so one would think that other major companies wanted exposure. It can be expressed little interest, but it may also be that the Russian vodka producer have put very much money on the table that they could not say no to, says Svendsen.
Telenor sponsor boss recalls that also previously single country dominated skier periods.
– But you lose that tension, sport loses very much. It is clear that others may give up when Norway dominates the degrees. We can only hope that it does not happen, says Svendsen.
– Think Norwegian dominance in Falun will make it harder for Finns to arrange the next World Cup in two years?
– Norwegians are extremely excited sport, so the fins can at least be sure that many of Norway visit. The Norwegian cross-country environment obviously makes a fantastic job, but maybe Norway might share some of your knowledge.
Enough of sponsors in Norway
Svensen do not think the market value is lower for the Norwegian sponsors, even the interest becomes less internationally.
– Firms that supports the Norwegian team has largely impact in Norway. Where is here they are keen to display the logo. With the sending pressure is from NRK and you in the media, so achieves cross the visibility they have promised their sponsors in the agreements. But companies seeking a greater international exposure will probably not seek after skiing. Now begins the catchment area to be quite limited.
– We must stick your finger in the snow
– There is a reason why this is called Nordic skiing. It is set on the tip now, says Harry Arne Solberg, professor of sports economics at Trondheim Business School.
– We must stick your finger in the snow. Nordic sports have never been so violently popular outside the region. Germans are more or less disappeared. We Norway seems of course that what happens in Falun is large, but in the long term it may be difficult to sell sponsors internationally, says Solberg.He believes cross international will struggle uphill.
– The oil in moneymaker to sport is your and my attention. Biathlon climbed violently internationally, and was previously out of making the sport more spectator friendly. Cross country however struggling to agree on new solutions. They have much to learn from biathletes, Solberg said.
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