Biathlon 4 All showcased at IBU Partner Summit in Oslo

The IBU Partner Summit, held from 17 to 19 March 2026 in Oslo, brought together broadcasters, partners and federations to reflect on the Olympic season and exchange insights. One of the key sessions focused on Biathlon 4 All (B4A), highlighting its growing role in developing the sport and creating value for partners.

Jörg Polzer from Infront opened the discussion by pointing to the rapid growth of mass participation sport. Today, more than 1.2 billion people run or cycle at least occasionally, showing just how large and accessible this space has become. He explained that these events range from fun, low-barrier experiences to more competitive formats, and offer brands a chance to connect with people in a genuine and measurable way — from registration through to the finish line.

Dagmara Gerasimuk from the IBU then presented B4A as a platform that helps grow audiences through engaging, easy-to-join experiences. She highlighted its wider impact, including promoting health, inclusion and youth development, while also opening up new opportunities for partners. These include event activations, equipment branding, youth-focused campaigns and digital storytelling. A key focus is reaching younger audiences and families, expanding biathlon into urban settings, and building a stronger digital connection through upcoming tools such as a dedicated app and the Biathlon Youth Family Connect initiative.

Selina Gasparin from Swiss-Ski shared how the programme is already being put into practice at national level. Switzerland’s approach combines three pillars: public try-out events (Biathlon 4 All), school programmes (Biathlon 4 You), and support for clubs (Biathlon 4 Clubs). Biathlon has also been integrated into existing events such as the Grand Prix Migros, the world’s largest children’s ski race, which attracts around 6,500 participants. A Nordic version of the event includes biathlon elements, bringing together up to 900 children per event and nearly 7,000 across the wider Swiss-Ski family.

The session aimed to show that B4A is not only about grassroots development, but also a strong opportunity for brand engagement. To give participants a real feel for the concept, two shooting lanes with rifles from Kiwi Precision were set up next to the conference hall, allowing guests to try biathlon for themselves.