When Ivan Babikov first moved to Canmore, he couldn’t even afford a pair of running shoes. He had to save up every penny from his race winnings (usually no more than a $100 to start) to fly to see his young family in Russia.
So when Bow Valley Ford agreed to give him a new SUV as part of a sponsorship deal, he didn’t take it for granted.
“It’s pretty big. I’m probably one of the few Canadian skiers to get a car sponsorship,” said Babikov while picking up the keys the day before his 34th birthday.
“For me, it’s such an exciting thing. It’s important for training to have a quick shuttle to the Nordic Centre and Banff. With my name on it, it makes a difference for me and Bow Valley Ford. People are turning their heads. It stands out.”
The 2014 Ford Escape is decorated with the Canadian colours and Babikov’s name in big letters, thanks to decal work by CanSign. His fellow skiers already tease him that as the oldest member of the team, he needs help remembering which car is his.
A three-time Olympian, Babikov has pursued his ski racing dreams in Canmore for 12 years. Originally from Russia, he was told by that country’s ski federation that at 5 foot 6, he was too small to become an elite racer. But he refused to give up on his dream.
While his wife and young son had to stay at home, Babikov moved to Canada, worked in a grocery store and eventually earned a spot on the Canadian team. Once there, he flourished on the strength of his unmatchable work ethic and propensity for hill climbs.
“It’s a great turnaround. I didn’t even have a pair of running shoes when I came over. I had to borrow them. Now I have a free car for a year, that’s awesome,” said Babikov.
He receives carding money from the federal government, but Canadian amateur athletes must rely on sponsorship support to find an edge on the competition. The money Babikov saves with this sponsorship deal will help him optimize his training.
Derrick Koch, Bow Valley Ford general sales manager, said he realizes it’s important to support Nordic athletes in non-Olympic years.
“Everyone knows us as the cross-country ski capital of Canada. We thought we’d try and do something. When Ivan said after the Olympics, everyone kind of forgets about him, he was right. We wanted to try this and see how it works. We’re excited for this whole process,” Koch said.
When competing against countries such as Norway, where skiing is everywhere and sponsorship deals are common, Babikov said Canadians have a huge hill to climb when it comes to support.
Despite underdog status, Canada has produced many top skiers, including Alex Harvey, who ranked third in the world last season, and Devon Kershaw, who ranked second in the world two years ago.
“In Norway, it’s easier for them to get support. In Canada, it’s harder – it’s one of the hardest for skiing – and we need that financial support more than ever. When a race is decided by 100th of a second, this support matters in the end,” Babikov said.
“Government support helps a lot, but personal sponsors means a lot too. I’m blessed to know Derrick and hope other companies will see the benefits of supporting cross-country skiing. We’re a small town, but proud to be the cross-country ski capital of Canada.”
