But competitors in the Winter Olympics' martial art see themselves as Spartans of the snow. They believe the sport's grueling shifts from explosive power to intense mental focus should command more attention, and more rewards. In places like the former Soviet Union, Scandinavia and Germany, biathlon's profile has long been high, its stars well-known although not household names like those of soccer and ice hockey. Thanks to television, the sport's popularity is on the rise in Europe, said Anders Besseberg, president of the International Biathlon Union. About 50 hours of coverage were devoted to it in Germany, Norway and on the Eurosport channel this season, about five times the exposure of a decade ago.
Ratings are high.
Following steep ascents, the heart racing at 180 beats plus a minute, biathletes must rapidly regain control over body and mind to strike their targets. In the late 1950s, International Olympic Committee President Avery Brundage regarded biathlon as an artificial sport designed purely to suit the military. But on one long airplane flight, Swedish promoter Gen. Sven Thofelt related how prehistoric man hunted on skis to feed his family. Olympic lore has it that, tears in his eyes Brundage gave the nod, and biathlon made its debut in the 1960 Olympic Games at Squaw Valley, California. Along with hunting, the sport traces its origins to winter warfare.