Creating millions in value far beyond sport

- The World Cup races at Holmenkollen Skifestival generate economic ripple effects in the City of Oslo amounting to NOK 240.5 million. "This is a very high figure for a sports event in Norway," says Vegard Arntsen, CEO of Sponsor Insight.

- "The fantastic atmosphere our audience creates in "Kollen" is internationally recognized, and we love to see great sporting achievements close to the world's best winter sports athletes. The fact that the World Cups also contribute such high economic value is good to see confirmed in this analysis," says Stefan Marx, CEO of the organizing company Holmenkollen Skifestival.

During the two weeks last winter, approximately 45,000 guests visited the arena on which the study is based. They are audience members, participants, journalists, volunteers, or others who are involved in some way. These groups spent money in the region during the events, which increased the economic value creation in Oslo because there was more money in circulation than otherwise.
In addition, approximately 20,000 Marka spectators contributed with lives during the 50km race; these are not included in the analysis.

Sustainable operations are crucial to success

Regional and sustainable procurement of goods and services is central to the execution of the World Cups and the development of arena facilities. The consumption of the organizer of Holmenkollen Skifestival, and the indirect effects of this consumption, results in a total economic impact from the organizer of NOK 62 million. Valuable and close collaboration with small and large regional suppliers and partners makes the Holmenkollen Skifestival World Cups possible.

- Kollen's long cultural history must be preserved and developed into the future. A sustainable collaboration model with both the public and private sectors is crucial to success. Solid economic ripple effects provide a good foundation," says Marx of the organizing company.

Important brand for Norway and Oslo

- "We calculate the direct effects and ripple effects for Oslo of hosting the World Cups in Nordic sports and biathlon," explains Sponsor Insight. "The survey also gave us insight into what the audience thinks about the role of the events in creating cohesion, belonging and pride, and whether the events are good advertising for Oslo. 89% of the public think that the Holmenkollen Ski Festival makes Oslo a more attractive place to visit and/or live in," says Arntsen.

A fantastic audience and TV images excite people far beyond national borders.
- The World Cup events attract over 25,000 visitors to Oslo and Holmenkollen, which significantly increases turnover in Oslo's tourism industry and creates major ripple effects in Oslo as a city. These visitors would not have traveled to Oslo if it had not been for the World Cup races in "Kollen", says Aase Marthe Horrigmo, Director of Tourism at Innovation Norway.
- "When 91% of foreign visitors think that Holmenkollen Skifestival makes Oslo more attractive to visit, it helps to strengthen Oslo's and Norway's reputation internationally," Horrigmo adds.

Enjoyment of sport and motivation for physical activity

The sports profiles inspire people to physical activity and good health by being close to the "Kollen" audience.
Over 90% of the audience believe that Holmenkollen Skifestival contributes to creating sporting enjoyment. And almost 60% believe that the Ski Festival contributes to recruitment to the sport. This signals that Holmenkollen Skifestival is a strong ambassador for the Norwegian Sports Confederation's vision: "Sports enjoyment for all".

- The fact that the majority of the public has this impression is positive for the Ski Festival's reputation, but it also indicates that the Ski Festival, with its nearly 1,800 volunteer officials and extensive club collaboration, is a strong contributor to social sustainability and good sports experiences," concludes Arntsen in Sponsor Insight.  

Facts:

  • The report is based on audience research (digital surveys) conducted by the research agency Sponsor Insight, during and after this year's Nordic and Biathlon World Cup in March 2023.
  • Biathlon has a significantly larger proportion of visitors (visitors living outside Oslo), compared with the World Cup cross-country, nordic combined and Raw Air. In addition to a larger proportion of foreign visitors, who have a higher average spend compared to the Norwegian audience.
  • The purpose of the survey has been to gain an independent insight and calculation of the economic value creation during Holmenkollen Skifestival.
  • Holmenkollen Skifestival is the World Cup races in biathlon, cross-country, nordic combined and Raw Air held over six days in March. The organizing company Holmenkollen Skifestival is owned by the Norwegian Ski Association and the Norwegian Biathlon Federation.

You can download an abridged version of the report here.

If you have any questions about the report, please contact:
Stefan Marx, General Manager Holmenkollen Skifestival
Tel: 400 04 802 | mail: stefan@hkskifestival.no