Skip to content

Infront and IBU take partnership into third decade with extended agreement

1 min read

Exclusive marketing rights partnership to run until 2029/30 season

Zug, Switzerland – Infront, a Wanda Sports Group company, will continue as the exclusive marketing partner of the International Biathlon Union (IBU) after extending its partnership until the 2029/30 season. The current agreement was due to end after the 2021/22 season, but the prolongation means Infront and the IBU extend that collaboration for a further eight years after that. 

By the time the 2030 season arrives, Infront and the IBU will have celebrated 36 years of partnership. The first agreement was signed in 1994 between the IBU and APF Marketing Services – which Infront acquired in 2005.

Infront Vice President Winter Sports Stefan Krauss said: "Biathlon is and will remain a fascinating sport and highly attractive advertising platform. We have agreed with the IBU to set the highest possible benchmark when it comes to implementing innovative, environmentally friendly and sustainable methods to attract commercial partners. This long-term partnership offers Infront and the IBU's sponsors an excellent opportunity to plan, collaborate and implement their future strategy already as of now."

IBU President Olle Dahlin said: "Through our strategic plan, Target 26, we are committed to fulfilling our sport’s enormous potential and our progressive partnership with Infront will support us in doing that. This agreement guarantees IBU long-term sponsors’ support and allows us to plan our reinvestment into the sport as we aim to extend our reach, innovate our future and enhance our events. Infront is a familiar partner, but a progressive one and I look forward to writing the next chapter in the IBU's history with them." 

This new deal expands on Infront's current role by adding the IBU Cup and IBU Junior Cup – the second and third tier biathlon competition series – to the portfolio. Previously the marketing rights included World Cup and World Championship events only.

About IBU

The IBU is the governing body for biathlon world, which organises competitions, promotes biathlon, develops the rules and protects the integrity of the sport. The IBU has recently adopted a  state-of-the-art constitution and a strategic plan, called Target 26. This strategy was developed and approved by the IBU’s membership and sees the IBU build on its strong foundation, while providing a framework for future success. Extending biathlon’s reach, enhancing its events and innovating its future are three of the five key targets set out in the strategic plan.