'Idrettslivet': How Norway's player union is helping athletes build life beyond sport

• Norwegian player union NISO's Idrettslivet programme gives professional athletes paid work experience while still competing, helping build skills for life after sport
• Athletes from football, handball, athletics and ice hockey take turns sharing an authentic behind-the-scenes look at elite sport through a dedicated Snapchat channel
• The initiative is strengthening connections between athletes and their player union, while offering a model that can be replicated by unions around the world

When Philip Aukland isn't training or playing for Norwegian top-flight club Aalesund, he is helping fellow athletes prepare for something every professional will eventually face: life beyond the pitch.

The 27-year-old defender is the project coordinator of Idrettslivet (Athlete Life), an ambassador programme created by Norwegian player union NISO that is giving athletes new skills and showing the realities of elite competition through the eyes of those living it.

Every week, a different athlete takes over a dedicated Snapchat channel, documenting their life on and off the pitch while connecting their experiences to the services and support available through NISO and the Norwegian Athlete Career Centre. The result is authentic content created by athletes, for athletes.

"We want to show what it really means to be an athlete," Aukland says. "Not only the good moments, but also the difficult parts: the injuries, mental health challenges, missing weddings or family events because of competition. Young athletes often think elite sport is only about scoring goals and having fun. We want to show the full picture."

Building careers while still competing

While many ambassador programmes are designed primarily to promote an organisation, Idrettslivet places equal emphasis on developing the athletes themselves.

Ambassadors are employed and paid for their work, receive training in communication and social media, attend workshops and networking events, and finish the programme with practical work experience and a professional reference.

"It's a real job with responsibilities, meetings, deadlines and expectations," says Aukland. "It's experience that many athletes don't normally get while they're still competing."

Having joined NISO when he signed his first professional contract ten years ago, Aukland understands the value of preparing for a second career. Through the Norwegian Athlete Career Centre, he received guidance on education, career planning and balancing studies alongside football. Now, he is helping other athletes develop those same skills.

"I've learned about job interviews, negotiations and recruitment processes, things I would normally leave to an agent," he says. "At some point, someone else will take over my role and they'll gain those experiences too. That’s exactly how it should work."

Athletes inspiring athletes

One of the programme's greatest strengths is the diversity of its ambassadors. Alongside footballers, the team includes athletes from handball, athletics and ice hockey, creating a community that extends beyond a single sport.

Although their disciplines differ, Aukland says many of the conversations are surprisingly familiar. "The challenges are almost the same: injuries, balancing life, dealing with pressure. We really understand each other’s everyday lives."

Professional footballer Kristina Svandal has experienced that first-hand. The 22-year-old, who plays in Norway's Toppserien with Haugesund, joined the programme after already following previous ambassadors on Snapchat.

"I saw what they were doing and I was really inspired," she says. "I thought it was a good opportunity to show athletes why being part of NISO is important."

During her Snapchat takeovers, Svandal shares training sessions, match preparation, nutrition and recovery, while answering questions from younger athletes eager to follow a similar path.

"A lot of young athletes are watching because they want to become better," she says. "We explain why we eat the way we do before matches, why recovery matters and what everyday life as a professional athlete actually looks like."

The reality behind elite sport

For Svandal, one of the most rewarding aspects has been seeing how much athletes from different sports can learn from one another. 

"I've become really inspired by the other ambassadors," she says. "It's made me appreciate not only football but also how much work athletes in every sport put in."

The programme has also helped her grow personally. Speaking directly to a camera did not come naturally at first. "In the beginning it felt a little awkward," she laughs. "Now, it's not a problem."

Developing those communication skills are what NISO hopes athletes will take with them long after their sporting careers end.

"It's helped me become better at showing who I am," Svandal says. "And it reminds me how lucky I am to be a professional footballer. There are many people who dream about this but never get the chance."

Creating a stronger athlete community

Authenticity sits at the heart of Idrettslivet. Ambassadors decide what they are comfortable sharing, with NISO providing guidance rather than strict editorial control.

"If there are things they don't want to show, that's completely their decision," Aukland says. "Our job is to support them, not pressure them."

That supportive environment has produced one of the programme’s biggest successes: watching ambassadors become increasingly confident over time.

"At first they’re often a little shy," Aukland says. "But gradually they open up, share more and become more comfortable showing what life is really like."

Looking ahead, NISO hopes to connect the programme more closely with member events, workshops and career services, turning online engagement into stronger athlete communities offline.

For Aukland, however, success will be measured by something much simpler. "If more athletes leave this programme with skills and experience that help them after their sporting careers, then we’ve achieved what we wanted."

For Svandal, recommending the programme to other players is easy. "I would absolutely tell another athlete to join," she says. "You become part of a great community, you learn a lot, and you realise you're helping inspire the next generation at the same time."

Building for the future

Having launched Idrettslivet just over a year ago, NISO is continuing to expand the initiative by regularly recruiting new ambassadors. Rather than creating permanent ambassador roles, the aim is to give as many active athletes as possible the opportunity to develop professional skills alongside their sporting careers.

The next phase has been made possible through project funding from FIFPRO Europe and UEFA, allowing NISO to build a physical ambassador network that complements the programme’s digital presence. The ambition is to create more opportunities for athletes to contribute to the union’s work, develop new skills and strengthen engagement with members both online and in person.

As NISO Executive President Kristoffer Vatshaug explains: "We see this as much more than a communications project. It’s an investment in the people behind the athletes. The ambassadors are the heart of the programme. They bring authenticity, credibility and perspectives that no organisation can create on its own.

"Our ambition is to give active players the opportunity to develop new skills alongside their sporting careers, while strengthening the voice of athletes in the conversations that matter. At the same time, they help us build a stronger connection with our members and show the value of standing together as a players' association."