SJUSJØEN (VG) Bjørge Stensbøl believes that interest in cross-country skiing may be influenced by Norway’s new world stars in the big sport and the absence of Russian athletes.

– I feel like cross-country skiing is going backwards compared to before because we have gained so many new peaks in other big sports. This means that interest will probably shift more from cross-country skiing to other sports, said Stensbøl, a former top sports chief and Norwegian sports veteran.

Cross-country skiing has attracted a lot of attention on TV, newspapers and in the public for several years. However sponsor manager Stein Bugge at SpareBank1, the main sponsor of the Norwegian national cross-country team, recently expressed concern about the development of cross-country skiing at VG.

He mentioned, among other things, the fierce battle of the audience in competition with Erling Braut Haaland, Martin Ødegaard, Jakob Ingebrigtsen, Karsten Warholm, Casper Ruud and Viktor Hovland.

Stensbøl understands Bugge.

– When Norwegians distinguished themselves in international sports, people quickly became interested. This also happens in waves, says Stensbøl.

Cross-country skiing has some challenges: TV numbers are dropping and the sport is struggling to catch up young viewers, skier Trond Nystad and French profile Lucas Chanavat are worried about recruitment in central Europe, the UK is in economic crisis and Stensbøl is worried about the long-term impact of the climate crisis.

He believes the exclusion of Russia, perhaps Norway’s biggest rival in the men’s field, will have a negative impact on interest.

– Meanwhile women’s cross-country skiing is undergoing a generational change. When there is a generational change in a sport, while another sport is on the rise, media attention tends to focus on those at the top. There are several sports that stand out. Then I think cross-country skiing has its challenges, says Stensbøl and continues:

– But I don’t have a good solution. The important thing is of course to have a profile.

– How would you assess the profile of cross-country skiing now?

– The number is relatively small. It is Johannes Høsflot Klæbo who is of course the most famous player in cross-country skiing. Then there are healthy athletes who sometimes make headlines, but they also have to perform at the highest level.

In recent years, major figures have emerged: Marit Bjørgen, Therese Johaug, Petter Northug and Martin Johnsrud Sundby.

National team coach Eirik Myhr Nossum believes it is unrealistic to play this game with Haaland’s interest.

– This is historic considering the extent of this being demonstrated today, especially among men, and it is first of all very inspiring. So there is no doubt that we will be challenged. We must be skilled at further developing this sport and our way of thinking, said Nossum.

Skier Emil Iversen views the competition positively, but is open to cross-country skiing having to make a few adjustments.

– Cross-country skiing will always be strong in Norway. It’s great that we have stars in other sports. Of course, there will be more competition for audiences and sponsors, but we have to keep moving forward. We’ve had a somewhat unique position over the years, and this won’t be the case forever, Iversen said and added:

– We must try to be pleasant people, create good entertainment and be the best nation. There’s not much else that can be done. Cross-country skiing is cross-country skiing. We can’t turn cross country into soccer just to get people to watch.

Fellow national team Martin Løwstrøm Nyenget assessed the battle for interests as follows:

– We had golden years with a lot of attention and I think skiing is very strong in Norway. Maybe renewing yourself can be healthy. I think a lot also depends on the athletes, who give of themselves in skiing and outside.