PREDAZZO, Italy – The future of Nordic combined skiing in the Winter Olympics hangs in the balance as the International Olympic Committee (IOC) evaluates the sport’s viability for the 2030 Games. Sportssjef Ivar Stuan, a veteran leader in the sport, is leading a determined effort to secure its place, bolstered by unexpectedly strong television viewership figures from the ongoing Olympic competition in Italy.
The IOC will make a decision this summer, and a negative outcome would mean Nordic combined is excluded from the Olympic program in 2030. Stuan, who has been involved with the sport since the 1980s, is committed to fighting for its survival, emphasizing the require to demonstrate its popularity and commercial appeal. The stakes are high, with the sport’s long-term future potentially dependent on the IOC’s assessment.
A key piece of evidence Stuan is presenting comes from Japan, where the first Nordic combined event drew a remarkable 18 million television viewers – representing 14 percent of the country’s 125 million population. “I was very shocked,” Stuan told Dagbladet, adding that the Japanese team leader, Takanori Kohno, was equally surprised by the numbers. This surge in viewership provides a significant data point in the ongoing debate about the sport’s Olympic future.
Olympic Inclusion Hinges on Viewership and Commercial Interest
The IOC’s scrutiny centers on whether Nordic combined can attract sufficient viewership and commercial interest to justify its inclusion in the Games. Stuan acknowledges this, stating that the decision will likely be made within the IOC’s marketing department, which analyzes television ratings, social media engagement, and overall profile. He believes demonstrating the sport’s appeal to a broad audience is crucial.
Beyond Japan, Stuan highlighted strong viewership numbers in Germany (3-4 million) and Norway (150,000-200,000), though he noted the disadvantage of competition times in Norway coinciding with work hours. He expressed a desire for future events to be scheduled during weekends, when more people are available to watch. The timing of events clearly impacts viewership, a factor Stuan hopes the IOC will consider.
The presence of both FIS President Johan Eliasch and IOC President Kirsty Coventry at the recent Nordic combined event in Predazzo is seen as a positive sign. Eliasch has publicly voiced his strong support for the sport, declaring it a “successful sport” and vowing to fight for its inclusion. Stuan believes their attendance demonstrates a level of engagement and interest from key decision-makers.
German Support and Potential Consequences of Exclusion
Stuan also emphasized the importance of support from Germany, a major player in Nordic skiing. He warned that removing Nordic combined from the Olympic program could jeopardize financial support for German ski jumping hills in Oberstdorf and Garmisch-Partenkirchen, a significant consideration for the IOC. The potential ramifications for a key nation underscore the broader implications of the decision.
Currently, Stuan assesses the likelihood of Nordic combined remaining in the Olympics at an eight out of ten, an increase from a previous estimate of six or seven. This optimism is fueled by the positive signals received in recent days and the compelling viewership data, particularly from Japan. He acknowledges the importance of maintaining a positive and proactive approach as the IOC’s commercial department closely monitors the sport.
Tuesday’s competition, featuring a large hill jump and a 10-kilometer cross-country ski race, is considered a crucial event. Stuan believes a strong performance will further bolster the sport’s case for Olympic inclusion. He hopes for a compelling competition and a large audience, both of which could influence the IOC’s final decision.
Ivar Stuan’s contract as sportssjef for Nordic combined in the Norwegian Ski Association has been extended through the 2026/2027 season, with options extending potentially to 2030, according to NordicMag. This demonstrates the Norwegian Ski Association’s confidence in his leadership during this critical period.
What’s Next for Nordic Combined?
The coming months will be pivotal for Nordic combined. The IOC’s decision this summer will determine the sport’s Olympic fate. Stuan and his team will continue to focus on maximizing viewership, demonstrating commercial viability, and securing support from key nations like Germany. The sport’s future hinges on convincing the IOC that Nordic combined deserves a place on the Olympic stage.
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