L'Équipe, the French sports network, has announced the renewal of its biathlon broadcasting rights until 2030, marking the continuation of its association with the sport since 2015. The announcement, made on December 20, 2024, secures exclusive coverage of the World Cup and World Championships leading up to the Winter Olympics, which will take place in the French Alps.
Vincent Broussard, the director general of the television division, expressed enthusiasm over the deal. "We are delighted to continue the beautiful story linking L'Équipe with biathlon each year," he stated. This partnership has not only expanded the visibility of biathlon but also yielded significant growth in audience figures. According to the announcement, viewership has nearly tripled over the past decade, with the previous season averaging around 850,000 viewers and peaks reaching up to 2 million during significant races.
Since acquiring the broadcasting rights, L'Équipe has shifted its focus to live coverage, integrating comprehensive broadcasting strategies to engage the audience fully. "With the clear broadcasting of all these races since 2015, biathlon and L'Équipe have grown together," Broussard added, indicating the mutual benefit of this partnership.
The appeal of biathlon—characterized by its unique combination of cross-country skiing and shooting—has captured the attention of the French public. Sports events are now commonly discussed among family and friends, making it increasingly relevant to casual viewers. On December 22, fans could tune in to see the women's mass start at the Grand-Bornand, showcasing athletes like Justine Braisaz-Bouchet.
Further enhancing the viewing experience, L'Équipe has transitioned from merely airing events to weaving narratives around biathletes, positioning them as relatable characters within a seasonal story. Marc Bras, director of the newsroom, remarked, "A biathlete can have one minute thirty lead at the last shot; if he trembles, everything is back on track," emphasizing the sport’s dramatic potential and emotional rollercoaster, which captivates viewers.
The channel now features extended pre- and post-race discussions, which include storytelling, strategy analysis, and visual insights on the influence of various factors—like environmental conditions—on performance. This approach has made L'Équipe's broadcasts feel more like events rather than mere sports shows, creating engagement on multiple levels.
This focus on narrative has increased the biathlon's allure, with the sport being branded as full of twists and turns, prompting fans to tune in regularly. The growing interest is evident not only at the broadcast level but also across winter sports venues throughout France, where opportunities for young athletes to pursue biathlon are popping up more frequently.
Looking forward, L'Équipe's strategy will likely pay dividends as it ushers viewers toward the thrilling events leading up to the Winter Olympics. The channel is set to showcase numerous competitions from Thursday to Sunday, enhancing its presence on the sports broadcasting scene. The excitement surrounding the 2030 Winter Olympics is expected to boost the channel's viewership numbers significantly.
With its commitment to biathlon, L'Équipe has firmly established itself as the premier network for winter sports enthusiasts, inviting audiences to invest emotionally and intellectually in the journeys of their favorite athletes. The biathlon has become the channel's treasure, and it seems it is poised to remain so for years to come.