Norwegian cross-country superstar Johannes Høsflot Klæbo has announced a new long-term partnership with Uber, marking the first time a Norwegian athlete has collaborated with the global mobility platform.

The announcement comes ahead of the November 14 cinema premiere of the new documentary “KLÆBO”, where Uber will serve as the main event partner. The deal marks a new kind of collaboration between elite sports and the transport-tech industry in Norway.

“With the film premiere just around the corner, it’s especially nice to announce this partnership with Uber,” Klæbo said in a press release. “It’s the start of a collaboration with a global company I’ve enjoyed using for many years.”

Support for a busy winter ahead

After dominating last season’s World Championships in Trondheim with six gold medals, Klæbo is now entering the new winter with renewed ambitions—and a new sponsor by his side. Uber will play a visible role throughout the season, with several planned campaigns and activities tied to Klæbo’s journey.

“In a busy daily life filled with training and travel, I depend on fast and reliable transport to save time and energy,” Klæbo explained. “That’s one of the reasons I’ve chosen to work with Uber. I’ve used the Uber app for many years, both in Norway and abroad, and I look forward to a long-term and good collaboration.”

A historic first for Uber in Norway

For Uber, this partnership is a milestone. According to Sina Sandholt, Uber’s General Manager in Norway, Klæbo embodies the values the brand wants to highlight—discipline, energy, and balance between performance and everyday life.

“Johannes Høsflot Klæbo is an inspiration to all Norwegians, not only for his results on the ski tracks but also for his dedication, discipline, and positive energy,” Sandholt said. “He lives a dynamic life and relies on good logistics and planning to make his everyday life go smoothly. That makes him a perfect partner for Uber, and we have already started planning several exciting activities together.”

The partnership will continue throughout the ski season, with Uber taking an active role in events and campaigns connected to Klæbo’s athletic and personal brand, including the KLÆBO film premiere and additional collaborative activities planned for the winter season.

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