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Zug, Switzerland/Munich, Germany – The International Biathlon Union (IBU) and BMW will take their partnership beyond 10 years after the leading premium automobile manufacturer extended its agreement to the end of the 2026 season.
The collaboration, brokered by the IBU’s exclusive marketing partner Infront, sees BMW remain as the title sponsor of the BMW IBU World Cup Biathlon, a continuation of an agreement which first began in 2014. This includes the annual IBU World Championship Biathlon due to take place in Oberhof, Germany; Nové Mesto na Morave, Czech Republic and Lenzerheide, Switzerland from 2023 to 2025 respectively. BMW first partnered the IBU in 2010.
Stefan Teuchert, Head of BMW Group Germany, said: "We are delighted that the BMW Group has once again been able to strengthen its extensive commitment to the sport of biathlon. With the long-standing and now extended partnership with the IBU, we are continuing our joint success story in biathlon. In addition, we are proud to now also support the German national biathlon team with sustainable and at the same time sporting mobility. We are looking forward to the new biathlon season and to offering our customers and the fans great sporting events coupled with an emotional brand experience."
Olle Dahlin, IBU President, said: “It is great to be able to announce the extension of a long-lasting and successful partnership at the start of a new Olympic cycle. Reliability, dynamism and sustainability are values that have linked us as partners for over 10 years. We are therefore very pleased that BMW will continue to be the title sponsor of the IBU World Cup Biathlon as well as the IBU World Championships Biathlon.”
Michael Witta, Vice President Marketing Sales and Services at Infront, said: “BMW’s continued and expanded support of biathlon shows that, with the right activation and approach, brands can use this fascinating sport as a platform to reach and engage its target audience directly effectively. Infront and BMW have worked together successfully for many years and we are delighted to continue this collaboration in the coming IBU seasons.”