Johannes Høsflot Klæbo (25) believes that the collaboration between the ski association and Viaplay is problematic.
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In this weekend’s race in Ruka, Klæbo went without the Viaplay logo on his thigh.
He tells that Adresseavisen.
– I believe that such an agreement does not benefit the ski association or Viaplay, instead it can be harmful as it can be questioned to them around the topic – independence. It’s not good for either party. And for the ski association, this is very short-term. Unfortunately, says Klæbo.
The ski star says that it is a “matter of principle and a question of value”.
– I see the case where Viaplay has become a commercial sponsor with the ski association as problematic. Viaplay will, on the one hand, cover the sport of skiing journalistically. On the other hand, they are commercial sponsors. This can be questioned. When questions are asked about our independence and credibility, someone must warn. I have done that, and chose to go without the Viaplay brand on the competition suit in Ruka, says Klæbo.
–Before this season, the NENT group has taken over much of the winter sports rights. The channels for which the NENT group has the rights are broadcast on TV 3, V4, other Viasat channels and the streaming service Viaplay. Earlier in November, Viaplay entered into a commercial agreement with the ski association for one year, which was to be made visible by the runners having the Viaplay logo on the competition suit.
VG commentator Leif Welhaven has previously written about the problem, and then wrote: “It is not always so easy for a media player who has bought expensive sports rights, to think at the same time about journalistic principles and a critical distance.”
Klæbo emphasizes that the same would apply if it was media such as NRK, TV 2, VG, Dagbladet that had entered as a sponsor, and believes that the problematic has two roles, where one is as a sponsor and the other is as an editorial news medium .
Børge S. Nielsen, commercial manager at Viaplay, tells Adresseavisen that they disagree with the reasoning.
– This is an unproblematic collaboration. Here, the NENT group has the rights, while Viaplay has the commercial agreement. There is full professionalism around this and very separate agreements, Nielsen believes.
Cross-country manager Espen Bjervig writes in an SMS to VG that he is busy until the evening. Adresseavisen has been in contact with the Norwegian Ski Association, which says that they do not have the opportunity to answer the newspaper’s questions in the case.
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