After Sundby gave up as a professional skier just over three years ago, he has been seen a lot on the screen, both as an expert at Viaplay and as a presenter in Discovery. Now he has landed his dream job, according to himself. – This has been a dream for me. In my contract with Discovery, I had a clause that allowed me to become an news expert during the ski WC in Trondheim. I enjoy the role, so this is great, says Sundby. Maren Lundby will be news’s jumping expert next season, while Magnus Moan will contribute his expertise in the combined event. In addition, Birgit Skarstein is news’s new expert on the para broadcasts during the WC. – We are very happy to get these large profiles in place. In addition to having a broad knowledge of their sports, they have great communication skills that the entire Norwegian people will enjoy, says sports editor at news, Espen Olsen Langfeldt. Regrets his own attitude The transition to the media industry has caused Sundby to reflect a lot on what he himself was like as a performer. And he is not kind to himself. – As a performer, I was completely in the competition bubble. I thought extremely narrowly, perhaps narrower than many others too, and I didn’t realize how much power I had to build my own profile and identity, says Sundby. news EXPERT: Sundby has donned the red news Sport jacket. Photo: Fredrik Saltbones / news During his career he won almost everything. The World Cup in total three times, the Tour de Ski twice and several World Cup and Olympic gold medals. But he regrets not being more tactful and friendly with the media. – Had I done it all over again, I would have spent more time “giving” back. I would be more aggressive and a little more friendly with those who want to give me public attention. Having a good relationship with journalists is no mean feat. And I don’t think it would have made me a worse cross-country runner. Missing viewers’ emotions Interest in cross-country skiing has undoubtedly had a declining curve in recent years, and the Norwegian Ski Association has lost several major sponsorship deals. Many have called for more athletes who offer themselves and create buzz around the sport. Sundby feels he is throwing stones in a glass house, but he still believes that it is important for athletes who dare to say what they think in the media, offer themselves and build up rivalry, which in turn will provide interesting duels on the ski slopes. – It’s actually not that dangerous if the viewer loves or hates you, because both are feelings. It must mean something to the viewers who wins and who loses. But it’s missing a bit now, in my opinion. FOOTBALL EXPERT? Sundby shows off his trick skills in the garden at Holmen in Oslo, but refuses to be seen on screen as a football expert. Photo: Fredrik Saltbones / news – Fear of energy leaks He thinks today’s athletes feel they have little to gain by offering themselves in the media, something he himself felt when he was active. – I think there is a fear of energy leaks, primarily among the athletes. Perhaps they have bad experience with sticking their heads forward. This can lead to someone reacting to what you say, and you again having to respond and spend time on it. But I sometimes think that you have to try to look at it in a bigger way, he says – and elaborates: – To create interest in sports, it’s about creating emotions in the viewer. And if you manage to create emotions in the viewer or audience, you will create popularity around what you are doing. And you yourself have an interest in that. – Has cross-country skiing become profileless? – No, I don’t want to say that. We have several large profiles. But I think there is less emotion involved about who wins. That is what I am calling for and hope we get in the 2024/25 season. Bold duels, rivalry and emotions. The sport must give viewers the opportunity to cheer or hate, says Sundby. Published 14.11.2024, at 05.52 Updated 14.11.2024, at 07.12
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Martin Johnsrud Sundby becomes an news expert – news Sport – Sports news, results and broadcast schedule
