After nearly three decades of partnership with the Norwegian Ski Federation, Swix Sport has decided not to renew its sponsorship of its cross-country ski team after the next winter season. Instead, Swix has chosen to sign a new sponsorship agreement with the Norwegian Biathlon Association as the biathlon has a strong position in Norway and is undergoing a rise in popularity in countries like Germany and Russia. Swix, which is replacing Odlo in the role, sees this new investment in biathlon as an excellent opportunity to reach its key markets. Helly Hansen is reported to be in the running to replace Swix as the sponsor of the Norwegian cross-country ski team in view of the planned launch of its own clothing line for the sport.

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