Nordic Combined’s Olympic Future: Boost from Unexpected TV Ratings in Japan

PREDAZZO, Italy – The future of ski jumping’s Nordic combined event in the Winter Olympics hangs in the balance, but Norway’s team chief Ivar Stuan says a surge in viewership from Japan has bolstered his confidence ahead of a crucial decision this summer.

The International Olympic Committee (IOC) is currently evaluating whether Nordic combined meets the criteria for inclusion in the 2030 Winter Games. A negative decision could notice the sport removed from the Olympic program entirely.

Stuan, who has been involved with the sport since the 1980s, expressed cautious optimism following a conversation with Takanori Kohno, the head coach of the Japanese Nordic combined team, after the first Olympic competition last Wednesday. According to Stuan, Kohno informed him that 18 million television viewers in Japan – 14 percent of the country’s population of 125 million – tuned in to watch the event.

“Kohno was shocked when he heard the number. I was very shocked,” Stuan told Dagbladet. He believes the IOC will take notice of the impressive viewership figures, particularly given the favorable timing of the event – a nighttime broadcast in Japan.

While Japanese viewership was exceptionally high, Stuan likewise noted strong numbers from Germany, with three to four million viewers and between 150,000 and 200,000 viewers in Norway. He expressed a desire for future Olympic Nordic combined events to be scheduled on weekends, when more people are likely to be available to watch.

The presence of both FIS President Johan Eliasch and IOC President Kirsty Coventry at the recent competition has also been interpreted as a positive sign. Eliasch has publicly voiced his support for the sport’s continued inclusion in the Olympics, stating, “I think This proves clear for everyone that Here’s a successful sport.”

Stuan acknowledged that the ultimate decision rests with the IOC’s marketing department, which will assess television ratings, social media engagement, and overall popularity. He also highlighted the potential impact on Germany, a key nation in the sport, noting that the removal of Nordic combined from the Olympic program could jeopardize funding for German ski jumping facilities.

“If a major nation like Germany doesn’t obtain the opportunity to host competitions in Oberstdorf and Garmisch-Partenkirchen, it will be strange,” Stuan said.

When asked to assess his confidence level regarding the sport’s Olympic future, Stuan stated he had moved from a rating of “six or seven” to “eight” out of ten. Another competition is scheduled for Tuesday, and Stuan hopes a strong showing will further impress the IOC representatives who are expected to be in attendance.