The International Biathlon Union (IBU) and Continental Reifen Deutschland GmbH have announced a new strategic partnership that will see the renowned tire manufacturer join the IBU ecosystem as a Premium Sponsor across the IBU World Cup, IBU World Championships and LOOP ONE Festival. The agreement was brokered by Infront, the IBU’s exclusive global marketing partner.
As one of the world’s leading tire 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 the most popular winter sports.
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.
Felix Bitterling, Commercial & Marketing Director of the IBU, said:
“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.”
Alexandra Gaillard, Head of Marketing at Continental, said:
“Our partnership with the International Biathlon Union brings together two organisations 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.”
Ferdinand Hoyos, Head of Business Area EMEA at Continental, said: “Biathlon is a natural fit for Continental: success in the sport depends on the perfect combination of performance, precision and control in winter conditions, just as it does for our winter tire portfolio. For decades, biathlon has been one of the most popular and successful winter sports on the Olympic stage, and throughout those decades, Continental has remained a trusted leader in winter tire technology. This shared commitment to excellence, performance and reliability makes for a great partnership and provides a strong platform to engage with fans, customers and retail partners across EMEA.”
Marco Sautner, Managing Director Infront Germany, added: “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.”
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.