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Snow and ice still nice - BMW Germany commits to winter sports in the long term

3 min read

Infront extends contracts for various IBU, IBSF and FIL flagship competitions

Zug, Switzerland / Salzburg, Austria – Infront Sports & Media, a Wanda Sports company, has extended its partnership with the automotive group BMW Germany for a vast scope of flagship events in biathlon, bobsleigh and skeleton and luge. The contract will last for a minimum of five years until the end of the 2021/22 season.

Infront acts as media and marketing partner of the International Bobsleigh & Skeleton Federation (IBSF) and as marketing partner of the International Biathlon Union (IBU) and the Féderation Internationale de Luge de Course (FIL) for their respective flagship events.

Comprehensive brand coverage for…

…BiathlonThe contract between Infront and the IBU allows BMW to extend its contract as Title Sponsor of BMW IBU World Cup Biathlon, Presenting Sponsor of the IBU World Championships Biathlon and as the federation's Car Partner. They will also receive extensive exposure in camera view through banners, shooting mats and stickers in prime locations in the stadium and along the track as well as on the athletes’ starting bibs.

…Bobsleigh and SkeletonBrokered by Infront, the agreement for IBSF competitions sees BMW extending its Title Sponsorship of the BMW IBSF World Cup and the BMW IBSF World Championships. Beyond that, BMW remains the Technology Partner of the IBSF and will benefit from bobsleigh and skeleton’s top-tier sponsorship programme, with the package providing comprehensive integration of the brand and superb visibility in camera view. …LugeIn luge, the automotive group will be present as a partner through a number of roles including Main Sponsor of the FIL World Cup, Main Sponsor of the FIL World Championships and European Championships and Automotive Partner of the FIL. The packages contain comprehensive integration of the BMW brand at all events, including exposure through wide-reaching advertising spaces in camera view along the ice track. A comprehensive hospitality offering and further advertising and promotional rights will supplement the above agreements.

Comprehensive coverage and activation across all sports and channels

Florian Baumeister, Head of Events and Sponsorship of BMW Germany: “BMW Germany will continue its comprehensive winter sports commitment. Many of our customers in the German market are connected to winter sports – the sports of biathlon, bobsleigh and skeleton and luge are enormously popular in Germany. In addition, BMW's sponsorship is more than just logo placement. For us, the commitment to these sports is the perfect stage to position the BMW’s xDrive technology. Besides the commercial presence, BMW focuses on the brand and product experience for the spectators. Fans can test BMW X models and the intelligent all-wheel drive system in an authentic environment at selected winter sports events - for example on an adventure ride or on the xDrive course.”

Bruno Marty, Executive Director Winter Sports at Infront: “Long-term partnerships with global brands such as BMW are adding more power, prestige and value to the different series and the entire winter sports environment. This demonstrates the appeal of the Olympic federations like IBU, IBSF and FIL as high quality platforms for premium brands across the world.”Michael Witta, Managing Director of Infront Austria: “BMW is one of our most important partners and they continue to significantly align their image with winter sports. Their continuation of the broad and long-lasting partnership characterizes their satisfaction with the quality of the sponsorship and the exposure the brand receives. They will not only benefit from TV visibility but also activation across all channels. This will ultimately benefit all four sports.”

About Infront Sports & Media

Infront Sports & Media, a Wanda Sports company, is one of the most respected sports marketing companies in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production, event operation and digital solutions – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football, summer and endurance sports, Infront enjoys long-lasting partnerships with 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, delivering 4,100 event days of top class sport around the world every year. In November 2015, Infront was integrated into Wanda Sports Group, part of the Chinese conglomerate the Dalian Wanda Group.

About Wanda Sports

Wanda Sports is the world’s leading sports business entity, founded to capture the opportunities in the global sports industry and to contribute to the prosperous international sports landscape in three key areas: 1) Spectator Sports (media & marketing business), 2) Participation Sports (active lifestyle business), 3) Services (digital, production and service business). Led by President & Vice Chairman Philippe Blatter, Wanda Sports incorporates the international sports marketing company Infront Sports & Media, the iconic endurance brand IRONMAN and Wanda Sports China. The headquarters are in Guangzhou, China.