Why 'Erling Haaland effect' has left Johannes Thingnes Boe fearing for Norway's Winter Olympics future
Updated 20/02/2026 at 11:02 GMT
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Johannes Thingnes Boe said the success of Erling Haaland and Jakob Ingebrigtsen is "stealing" young talent from winter sports, as Norway ushers in a new era of sporting role models. Boe, a five-time Olympic gold medallist, said that while his nation are enjoying a record-breaking Milano Cortina Games, they could expect to see less success in the next decade, with children turning to other sports.
'Haaland effect' could harm Norway's Winter Olympics prospects
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Five-time Olympic gold medallist and Norwegian biathlon icon Johannes Thingnes Boe fears for the future of winter sports in his nation, owing to the Erling Haaland effect.
Boe, who retired at the end of the 2024/25 season and brought a close to an illustrious career which saw him take 91 individual World Cup wins, has been impressed with Norway's performance at the Milano Cortina 2026 Winter Olympics, but expressed concerns that they may not be so successful within the next few quadrennial cycles.
And he put that down to the shift in Norway's sporting role models, who went from primarily competing in winter sports, to now excelling elsewhere.
"It’s been a winter nation," Boe said. "All the physical talents had been choosing the winter sports.
"But now we have the best footballer in the world, Erling Haaland. We have the best 1500m runner in the world, Jakob Ingebrigtsen, so the summer sports are taking over and I think they take talent from the winter sports now.
"So I don’t know how it will look in 10 years time because I think now summer sport is stealing from winter sports. We don’t see the results of it now, but maybe in the next couple of Olympics."
Norway are very much at the top of their game, leading the medal table in Milano Cortina and on course to break their own record of most medals ever won at a single Winter Games.
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Boe and his brother, Tarjei, were just two of the elite Norwegian winter stars who inspired the current generation - and the 32-year-old explained the effect elite, winning athletes can have on participation in their country among young people.
"We have good history from before. That means we have role models all the time," Boe said. "Every year when you’re young you see biathletes, cross-country skiers, alpine skiers winning gold medals.
"The young ones, they are like ‘okay, I want to do that one day’.
"We have always had favourites, gold winners, and this makes the young ones try, and they achieve it themselves later. All the gold winners, they have had former gold winners as role models."
Norway's Johannes Hoesflot Klaebo has become a household name with his historic campaign at Milano Cortina, winning five cross-country gold medals, and becoming only the second Olympian alongside Michael Phelps to win 10 career golds.
Norway are level with their record tally of 16 golds set in Beijing four years ago, and with Klaebo set to race again in the men's 50km mass start on Saturday, there is a strong chance of adding to their haul.
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"They’re on the way to be the best Olympic Games ever by a country," Boe said. "With Klaebo, one more gold incoming I think. He helps a lot with the statistics.
"I think they will set the record for most winning gold medals. Klaebo one more I guess, and hopefully we can push one or two more out of biathlon and maybe another sport. We need to focus all out now.
On Klaebo, Boe added: "He’s having a great Games. He’s the best skier of all time. His speed on the skis is incredible. He trains so hard, he’s so serious, he really deserves it. Talented guy, nice guy."
Boe referenced the ban on Russian athletes, meaning Klaebo's close competitor, Alexander Bolshunov, is unable to challenge him at the top of the podium.
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"When they were banned, he took six golds last year at the World Championships, and is on his way to do it another time at the Olympics. I read it’s only Michael Phelps has more in the summer and winter, so he is the GOAT of the Winter Olympics."
Watch every event of Milano Cortina 2026 live on discovery+. Available across all subscription plans, starting at £3.99.
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