Found this thanks to a post on TiVocommunity. Its thread title was "Take my wife, please!" It seems this sport originated in Finland. Weird... Wife carrying - Wikipedia, the free encyclopedia Here's an article w/a video: Video: Wife carrying championships in Finland won for fourth time by couple - Telegraph
"It also purportedly stems from an even earlier tribal practice of wife-stealing, in honour of which many contestants now take up the challenge with someone else's wife."
Years ago at the Buckwheat festival at Kingwood, Preston county, WV they had a contest called "Hog calling for women" hmm
Apparently, they actually hold this in North America. It was in Maine this year and the winners of Finns win Wife Carrying Championship | Sun Journal were the same ones as in the OP.