– I think it’s a cool deal, and I’m rooting for both Petter and the Ski Association. This is how Bernt Halvard Olderskog, former commercial manager of the Norwegian Ski Association, responds to Petter Northug’s signing a giant deal with a hamburger chain. TAKES SELF-CRITICISM: Bernt Halvard Olderskog, former commercial manager of the Norwegian Ski Association. Photo: Vidar Ruud / NTB Olderskog was by no means as positive when it was the Swedes who were going to wear a fast food logo on the cross-country jersey. – No matter how much they had paid, we would not let them sponsor our athletes, he told Expressen exactly 10 years ago. – We had never wanted to be associated with them in that way, Olderskog said further about the Swedes’ burger collaboration partner. – I made a mistake there. Now the pipe has taken on a different sound: – A lot has happened since I spoke out then, and I said what I said. The world has moved forward. – What are you thinking about then? – In terms of image, the agreement suits Petter well, he is the king, and the composition of sponsors in cross-country skiing makes it easier now, believes the former top sponsor. NORTHUG: “Is the burger king coming?” Photo: Thomas Fure / NTB – Do you regret going so hard against the Swedish cross-country stars? – I regret the way I did it. I shouldn’t have gone so hard, I made a mistake there. I have apologized to our contact persons in the Swedish association as well, because what is right must be right. But I don’t regret the message, he replies. Olderskog also makes another point: – It is good to see that more sponsors see that there are values in cross-country skiing. Mari Larsen, secretary general of the National Association for Heart and Lung Disease (LHL), is far from as impressed. – When well-known sports profiles such as Petter Northug enter into agreements with fast food chains, it sends a signal to children and young people that this type of food is part of a healthy lifestyle. This is cause for concern, especially now that we see an increase among young people in unhealthy diets, she says to news. Larsen points out that LHL is concerned that the marketing may influence children and young people to make bad choices: – For LHL, it is important that children and young people have healthy role models, Larsen. – You know that question will come up. Northug himself was prepared to receive critical questions about the new agreement: – What do you think from a nutritional point of view here? – I understand that that question is asked, absolutely, but I think that the Burger King and Northug brands stand firmly together, and it should be allowed to enjoy yourself, replies the cross-country profile, and adds: – I have always enjoyed myself between races. The government wants to protect children and young people from advertisements for unhealthy food and drink, but on Wednesday it became known that the Regulatory Council believes the proposal is too poorly researched. – What assessments have you taken into account? – No, I have not considered that. I have, as I said, assessed it as I thought it was a good match. Questions will always be asked about such agreements, I have noticed that earlier in my career also with energy drinks, so you know that question will come up when you sign with a chain like that, replies Northug. Here Gukild loses his dignity: – You should have seen the face of Paul Pogba 00:48 Sent Bergen to heaven with this long shot 00:31 Wipes the field with a helicopter: – Crazy idea 00:53 Norwegian 12-year-old got NBA opportunity: – Was very nervous 01:14 Show more Published 14.11.2024, at 16.12 Updated 14.11.2024, at 16.24
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Bernt Halvard Olderskog regrets that he criticized Swedish cross-country skiing for McDonald’s sponsorship – news Sport – Sports news, results and broadcast schedule
