Continental becomes Premium Sponsor of the International Biathlon Union

Partnership expands leading tyre brand’s presence in winter sports through premium rights across IBU World Cup, IBU World Championships and LOOP ONE Festival

Salzburg, Austria / Hanover, Germany – Continental and Infront, the International Biathlon Union's (IBU) exclusive global marketing partner, have announced a new strategic partnership that will see the renowned tyre manufacturer join the IBU ecosystem as a Premium Sponsor across the IBU World Cup, IBU World Championships and LOOP ONE Festival.

As one of the world's leading tyre brands, Continental is synonymous with innovation, safety and performance. Through this partnership, Continental will connect with biathlon's passionate global fanbase across some of the sport's most prominent events and platforms, leveraging the unique reach and authenticity of one of winter sport's most popular disciplines.

Continental will enjoy a significant presence across the IBU's premier events and channels. The partnership includes extensive branding and activation rights, including venue advertising, selected start number placements and a range of additional on-site marketing assets. The agreement also provides fan engagement and promotional opportunities at events, digital rights across IBU-owned channels, access to official event footage and photography, as well as hospitality experiences including VIP ticket allocations.

Alexandra Gaillard, Head of Marketing at Continental said: “Our partnership with the International Biathlon Union brings together two organizations that share a common belief: challenging and unpredictable conditions do not have to limit what is possible. They can create opportunities for those who are prepared. Whether on the biathlon course or on winter roads, determination and the right equipment make all the difference when conditions change. Together with the IBU, we want to inspire people to rediscover winter and embrace the possibilities it offers, helping them navigate changing conditions safely and confidently.”

Marco Sautner, Managing Director Infront Germany said: "Continental has seen firsthand the value that winter sports can create for leading brands. Biathlon's passionate fan base, strong presence in key European markets and range of activation opportunities provide an excellent platform to build on that success. It is hugely satisfying to bring together two organisations that stand to benefit from a long-term collaboration."

Felix Bitterling, Commercial & Marketing Director of the IBU added: “With Continental we are welcoming a strong and renowned brand to the Biathlon family. The company’s commitment to quality, innovation and performance resonates perfectly with the values of our sport and federation. Biathlon provides an excellent platform and global visibility to showcase the brand while creating meaningful engagement opportunities with our passionate fan base."

The partnership further reinforces the IBU's position as one of winter sport's most attractive marketing platforms, providing brands with access to a dedicated international fanbase through a combination of broadcast exposure, on-site activations, digital engagement opportunities and premium hospitality experiences.

About Continental

Continental is a leading tire manufacturer and industry specialist that develops and produces safe and convenient solutions for automotive manufacturers as well as industrial and end customers worldwide. Founded in 1871, the company generated sales of €19.7 billion in 2025 and currently employs around 76,000 people in 54 countries and markets.