Einar Hedegart returns to biathlon citing sport's growth

Olympic cross-country skier Einar Hedegart has announced his return to biathlon, citing the sport's superior growth prospects and audience engagement compared to cross-country skiing. Hedegart, who won two gold medals and a bronze at the recent Winter Olympics in Italy, noted that biathlon consistently draws full crowds and enjoys stronger international viewership.

Concerns regarding the commercial health of cross-country skiing were also highlighted. While Viaplay and TV 2 have secured FIS World Cup rights for the next four years, the distribution of these rights remains undecided. Additionally, broadcasting rights for the upcoming World Championships in Falun have not yet been sold. Petter Northug also commented on the economic challenges facing the sport and the impact of advertising on the viewer experience.