Biathlon Season Opener in Munich

Speaking of innovation and what a small-ish sport can do to attract elites, spectators, and the sponsors asking for both, here’s what biathlon did this year to kick off their competition season:

Experience top biathlon athletes competing on roller skis in an innovative urban format at Munich’s Olympic Park.

Look forward to action-packed competitions, outstanding music acts, exciting activities and interactive attractions.

The LOOP ONE Festival unites biathlon and entertainment right in the heart of Munich.

See the word innovation in this paragraph? An event like this is innovation in a sport that has probably a similarly tough time staying relevant and financially sustainable. That’s the type of innovation we should be looking at when we talk about what our sport needs to grow their spectator base. Not endlessly bringing up ‘Drive to Survive’, which might’ve brought tons of spectators to the sport, but is really the furthest away from trail running any sport could be.