Against All Odds
Banijay Entertainment announced "Against All Odds", a new celebrity sports format created by Meter/Jarowskij for SVT. The new title will be showcased at Banijay BAFTA, the group’s prestigious London TV Screenings event on 26th February 2024.
"Against All Odds" takes viewers on an inspiring journey into the heart of Sweden’s iconic Vasaloppet, the world’s largest cross-country ski race. Over 15,000 participants tackle the 56-mile challenge annually, but the sport has historically always lacked diversity. In this all-new format, this is tackled head-on, as five celebrities from non-Swedish backgrounds are followed as they embark on the race – not just testing their physical limits, but exploring the sport’s cultural significance, and championing inclusivity. Under the mentorship of Sweden’s most awarded cross-country skier, the celebrities transform from complete novices to bona-fide skiers, while celebrating diversity in the world of winter sports.
Madelene Hansson, CEO of Meter/Jarowskij celebrated the format:“Through moments of laughter, raw emotion, and triumph, 'Against All Odds' is a journey of growth and perseverance, showcasing Sweden’s sporting heritage, while striving to make it welcoming to all. Our public broadcaster, SVT, is a hugely collaborative partner as we highlight our treasured Vasaloppet, working to make this incredible sport open to everyone," commented.
Finally, James Townley, Chief Creative Officer, Development mentioned that the theme is closely related to Nordic culture: “Cross-country skiing is deeply embedded in Nordic culture, but the themes of this format transcend borders, far beyond Sweden. It’s a format to inspire other markets to reimagine their own traditions through a more inclusive lens, bringing voices from across society to the forefront. With themes of belonging and determination, and high-stakes sports entertainment, we’re expecting strong interest at our London TV Screenings showcase," noted.
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