So far, no one has bought the rights to the World Ski Championships in Falun. The International Ski Federation owns the rights and is responsible for sales. But the World Championships organisation is affected by the fact that a television contract is still missing.
This includes how we will complete the arena, where the cameras will be placed, how we will lay the snow and so on. Before an agreement is finalised, we can only make estimates and if the agreement is finalised very late, it could mean quite large additional costs that could affect the ticket prices we need to set. So it is clearly challenging for us that it is not finalised yet, says Kajsa Sjösvärd, CEO of the World Championships in Falun.
So far, only four of the six main sponsors for the championship have been confirmed. This may be partly due to the lack of a television contract, Kajsa Sjösvärd believes.
There are other things that also affect, but it is clear that it is connected. A sponsor wants to know how and where they will be seen by the television audience.
When do you want an agreement to be completed by the latest?
We've said September. That's when we need to place orders to avoid incurring unnecessary costs.
"Time will be short"
Max Bursell, sports director at SVT, says they are still interested in the rights. But the fact that there is so little time left until the championship makes the situation more difficult.
"As things stand now, SVT does not have the rights. As long as no other party has bought the rights, we will not close any doors. Time will be short regardless of who ultimately secures the rights," he writes in an email.
Bursell believes that a home championship means greater costs for broadcasters. In addition to buying the rights themselves, broadcasters must also produce the international broadcasts of the World Championships.
"Normally, this would have been completed over a year ago. There are certainly several companies in Sweden that are interested in showing the Ski World Championships on home soil, but it is also associated with large costs to be responsible for the international TV production of the competitions. Combined with high rights costs, it can be challenging to make ends meet."
TT has contacted the Swedish Ski Association's Secretary General Pernilla Bonde.
Date: February 24–March 7, 2027.
Location: Lugnet Arena, Falun.
Sports: Cross-country skiing, ski jumping and Nordic combined.
