XC Skiing : Who Will Take Over Broadcasting?
Today, TV rights have a significant impact on the world of sports. Often, the allocation of these rights sets off real dramas in the countries and disciplines involved. In Finland, the battle for XC Skiing broadcast rights is heating up and should be decided by the end of the year.
For now, it is Viaplay, a Sweden-based streaming company, that holds the precious rights until the end of the 2026 season. But to best market its product, the FIS plans to settle the question of the next broadcaster before the end of the year. The planned contract is for five seasons, until 2031, and includes the entire World Cup, the 2027, 2029, and 2031 World Championships, as well as national events.
” We look forward to the start of the season, but we cannot comment on any potential negotiations “ emphasized Erika Miramo, one of the Viaplay executives, in an interview with Iltalehti. While the discussions are still just rumors, they should therefore intensify in the coming weeks. Several parties might position themselves to broadcast a historic and beloved sport in Finland.
It remains to be seen if the next generation will have arrived in the Finnish team by then. Iivo Niskanen is 32 years old, and the skier is not eternal. The same goes for his sister Kerttu, who turned 36 last June, while Krista Pärmäkoski (33 years old) is also approaching the end of her career. “I hope that cross-country skiing will remain an interesting sport, it is a tradition in Finland” adds Ylen Saaranluoma, head of the sports section at Yle.
Read more
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