The EBU and the International Biathlon Union (IBU) are delighted to announce the extension of their successful exclusive media rights partnership for four more seasons, until 2030.
Since the partnership began over 25 years ago, the EBU and its members, together with the IBU, have transformed the IBU World Cup series and the IBU World Championships into record-breaking events of the winter sports season. The enormous visibility afforded to biathlon by free-to-air television and the unprecedented treatment given to biathlon rights holders’ editorial teams have made biathlon the number one winter sport in major European markets.
Under the new agreement, the EBU and its biathlon rights holders will have access to all IBU World Cup events, as well as the IBU World Championships and various other IBU events, including the Youth/Junior World Championships, the Open European IBU Summer World Championships and the IBU Cup.
The EBU and its rights holders will ensure extensive coverage on television, digital and radio. The IBU and the EBU will cooperate specifically in the field of digital media, extending biathlon coverage to the new Eurovision Sport digital platform worldwide. Together, the EBU and the IBU have innovated and developed a state-of-the-art digital content sharing platform where all biathlon stakeholders have access to all images of IBU events. The EBU will also provide world-class broadcast and host production services, contract management, project coordination and implementation services.
Glen Killane, Executive Director of EBU Sportsaid: “The IBU and EBU have worked together for over 25 years to grow this fantastic sport. The immense reach and innovative production standards of EBU members have played a central role in the resounding success of biathlon. This new agreement confirms the strong commitment of EBU members to the continued growth of the sport over the next decade. We are very grateful to the IBU for their trust and fantastic approach to our partnership and we thank our members for their continued support.
Olle Dahlin, President of the IBUsaid: “We are delighted to extend our long-term partnership with EBU Sport, which will ensure our fans receive the highest quality broadcast coverage until 2030. Our long and successful partnership with EBU Sport is testament to the significant and ever-growing interest in biathlon, not only in Europe but around the world. By extending this four-year period, we will be able to reinvest in the development of our sport and continue to expand our reach to new audiences as we enter the next phase of our strategy, ‘Aiming for 2030’.
The EBU and the IBU: over 20 years of biathlon coverage
The number of hours of IBU biathlon competition viewed in the 2023-24 season increased by 86% to 561 million hours viewed, compared to the 2003-04 season.
Over the same period, the number of EBU Members becoming regular broadcasters has increased exponentially, from 10 in 2003 to an incredible 25 Members and Associate Members for the 2022-2026 seasons.
EBU members who have become regular broadcasters of biathlon include: TVP (Poland); SRG SSR (Switzerland); TV2 (Norway); RTVS (Slovakia); ERR (Estonia); LT (Latvia); and LRT (Lithuania); ORF (Austria); CT (Czechia); TV2 (Denmark); YLE (Finland); ARD/ZDF (Germany); NRK (Norway); RTVS (Slovenia); SVT (Sweden); Suspilné (Ukraine); RUV (Iceland); HRT (Croatia); RAI (Italy); BNT (Bulgaria); TRT (Turkey); RTVS (North Macedonia); Radio-Canada (Canada); and CCTV (China).
The EBU also distributes biathlon coverage to two partners: L’Equipe (France) and Warner Bros. Découverte (PanEurope).
Robert Portman, Head of Winter Sports at EBU Sportcommented on the unique value of the IBU-UER partnership for the federation, broadcasters and the public:
“The partnership between the IBU and the EBU is truly beneficial as it provides the sport of biathlon with excellent exposure to IBU events and athletes, whilst also providing key winter broadcasters with the most exciting and engaging content available in the winter. Continuing this partnership makes perfect sense and we look forward to bringing biathlon to the wider public in the years to come.”
Jiri Hamza, Vice President of the IBUsaid: “Today we are pleased to confirm the continuation of our successful partnership with the EBU and its broadcasters. We are grateful for the constructive approach taken during these challenging political and economic times. Visibility on free-to-air public channels has driven continued year-on-year audience growth, reinforcing biathlon’s position as Europe’s most popular winter sport. Through our renewed partnership with EBU Sport, fans will continue to enjoy top-quality productions and free access to exciting biathlon competitions until 2030.”
The recent BMW IBU World Championships 2024 in November Město na Moravě, Czechia was a resounding success and showed that biathlon was the highlight of the 2023/24 winter season for the EBU members and partners involved:
• In host country Czechia, CT coverage of all 12 World Championship races increased significantly compared to the previous edition, with the women’s sprint showing the biggest increase of 62%
• In Germany, ZDF recorded its highest average audience of the Championships (4.6 million and 4.4 million) for its coverage of the men’s and women’s mass starts on Sunday, February 18, 2024
• In Norway, coverage of the women’s and men’s mass start races achieved the highest audience share of the Championships (81% and 83%).
• In Sweden, coverage of the women’s mass start race achieved a 78% audience share, the highest of the championships, while both the women’s and men’s mass start races achieved the highest average live audiences of the day.
• In France, L’Equipe attracted an average live audience of 1.8 million viewers for its coverage of the women’s mass start, its highest average live audience since L’Equipe began broadcasting biathlon events.
Overall, biathlon has been a huge success for EBU members, benefiting all audiences. Since the start of our partnership with the IBU, we have seen a huge market share, for example in Scandinavia, reaching 89% in Norway and 84% in Sweden (both at the 2023 World Championships in Oberhof, Germany).
EBU and IBU Extend Partnership for Another Four Years: A Love Story of Brisk Winter Sports
The European Broadcasting Union (EBU) and the International Biathlon Union (IBU) have extended their successful partnership for another four seasons, bringing their collaboration to a grand total of 29 years. This strategic alliance, which began in 1995, has been instrumental in making biathlon one of the most captivating winter sports globally.
A Partnership Forged in the Heart of Winter
The EBU, a collective of public service broadcasters, has been the driving force behind the remarkable growth of biathlon viewership. Their wide reach across Europe, combined with high-quality productions, has transformed the sport into a winter staple. The partnership has resulted in a significant increase in the number of EBU members broadcasting biathlon, demonstrating the sport’s growing appeal across the continent. The alliance is poised to continue its remarkable journey, culminating in a shared vision for the future of biathlon.
A Vision for the Next Decade
The extended partnership, which will run until 2030, signifies a strong commitment to the continued success and global expansion of biathlon. This commitment will focus on leveraging the power of digital platforms, expanding reach, and increasing audience engagement. Key areas of collaboration include:
- Digital Media Expansion: The IBU and EBU will further enhance their digital presence, leveraging the Eurovision Sport digital platform to bring biathlon to a wider audience worldwide.
- Content Sharing Platform: The partners will continue to collaborate on their innovative digital content sharing platform, ensuring that all stakeholders have access to images and resources from IBU events.
- Professional Services: The EBU will continue to provide its expertise in broadcasting, host production services, contract management, and project implementation.
The Numbers Speak Volumes
The tangible results of the EBU-IBU partnership are undeniable. The remarkable growth of biathlon viewership is a testament to the effectiveness of this alliance. Significant increases in viewership hours, the number of EBU members broadcasting, and overall audience engagement, all point to a highly successful collaboration.
Here are some staggering figures that highlight the partnership’s success:
- Viewership Surge: The number of hours of IBU biathlon competition viewed in the 2023-24 season increased by an impressive 86% to 561 million hours, compared to the 2003-04 season.
- Broadcaster Expansion: Over the same period, the number of EBU Members broadcasting biathlon has significantly increased from 10 in 2003 to an astounding 25 Members and Associate Members for the 2022-2026 seasons.
- Market Share Dominance: The market share for biathlon coverage in Scandinavia is remarkable, with an 89% share in Norway and 84% in Sweden (both at the 2023 World Championships in Oberhof, Germany).
A Legacy of Growth: The BMW IBU World Championships 2024
The recent BMW IBU World Championships 2024 in November Město na Moravě, Czechia, served as a resounding testament to the success of the EBU-IBU partnership. The event showcased the sport’s thrilling competition and captured the attention of audiences worldwide.
Here’s a glimpse of the event’s impact:
- Czechia’s Rise: In the host country Czechia, CT coverage of all 12 World Championship races saw a significant increase compared to the previous edition, with the women’s sprint showing the biggest increase of 62%.
- German Success: In Germany, ZDF recorded its highest average audience of the Championships for its coverage of the men’s and women’s mass starts, with 4.6 million and 4.4 million viewers, respectively.
- Norway’s Passion: In Norway, coverage of the women’s and men’s mass start races achieved the highest audience share of the Championships, with 81% and 83%.
- Swedish Enthusiasm: In Sweden, coverage of the women’s mass start race achieved a 78% audience share, the highest of the championships, while both the women’s and men’s mass start races achieved the highest average live audiences of the day.
- French Engagement: L’Equipe attracted an average live audience of 1.8 million viewers for its coverage of the women’s mass start, its highest average live audience since L’Equipe began broadcasting biathlon events.
A Future of Innovation and Growth
The commitment of both the IBU and EBU to this vital partnership is undeniable. Together, they are poised to build upon their legacy, further propelling biathlon to new heights. This collaborative effort, marked by innovation, excellence, and shared passion, promises an exciting future for biathlon, one that resonates with audiences worldwide. The partnership between the IBU and EBU is not just a business deal; it’s a testament to the power of shared vision and the boundless possibilities of a sport that thrives in the heart of winter..
