Speed skating became a million-dollar sport thanks to the public broadcaster – but that connection is under pressure

The upcoming speed skating season will be broadcasted by NOS, but declining viewership and budget cuts threaten the sport's future. The KNSB and NOS recently renewed their broadcasting rights, but the commercial model is under pressure due to an aging audience and competition from commercial bidders. Many in the skating community believe that without significant changes, the sport could lose its appeal in the next two generations. The relationship between the KNSB and NOS has historically supported the growth of professional skating in the Netherlands, but current challenges highlight the need for a more sustainable and modern approach to broadcasting rights and sponsorships.