Nordic Entertainment Group (NENT), the regional media giant, has expanded its broadcast agreement with Ski Classics, the Europe-based long-distance cross-country skiing series.
Through the agreement, NENT will provide live broadcast coverage of all competitions in the series except the Tartu Ski Marathon for viewers Finland via its Elisa Viihde Viaplay service.
The deal also includes coverage in Lithuania and Estonia.
The deal was brokered by W sportsmedia, the Stockholm-based sports marketing agency that manages the series.
It broadens NENT’s association with Ski Classics, with the network already holding the rights to the competition in Denmark and Iceland.
Coverage will begin this weekend (18 December) with the first event in the 2021-22 Ski Classics Pro Tour season, which is to take place in Orsa Gronklitt, Sweden.
David Nilsson, chief executive of Ski Classics, said: ”We look forward to this cooperation with NENT Group in new countries, Finland in particular being one of our most important markets. We believe Visma Ski Classics will be a valuable addition to their significant investment in winter sports.”
TVP, the Polish public-service broadcaster, also recently renewed its rights for Ski Classics for another three years.
Meanwhile, a trio of members of the European Broadcasting Union, the umbrella body of public-service broadcasters, have sealed broadcast agreements with the International Ski Mountaineering Federation.
Under the terms of the agreement, the three networks – TVP (Poland), YLE (Finland) and France Televisions (France) – will provide live broadcast coverage to the Adamello World Cup in Pontedilegno-Tonale, Italy, the first event of the 2021-22 season.
Coverage includes the quarter-finals, semi-finals and finals of the men’s and women’s sprint races on 16 December and of the men’s and women’s vertical races on 17 December.
The deal comes ahead of ski mountaineering’s debut appearance at the Winter Olympic games in Milan-Cortina in 2026, with the sport having been accepted onto the programme in July this year.