The Swedish national cross-country skiing team has confirmed it has agreed a controversial sponsorship deal with pharmaceutical giant Novo Nordisk, known for its weight-loss drug Ozempic.
The move has sparked debate among some athletes and observers, principally because the sport of cross-country has had a history of weight-related issues and eating disorders among competitors.
The Swedish Ski Federation has been widely criticised for promoting a weight-loss medication in a sport where weight and health have been sensitive topics.
Leading athletes like Ebba Andersson have called the sponsorship “disconcerting”. Others, like Frida Karlsson, are claiming that Novo Nordisk’s public health mission aligns with the team’s broader values.
The Swedish Ski Federation has emphasised that partnering with Novo Nordisk means there is a chance to address stigma around weight and eating disorders.