BMW Germany Confirms its Commitment to Winter Sport as Sponsor of the FIL World Cup

January 7, 2014

BMW Germany announces that it has become the lead sponsors of the FIL World Cup which will see the automotive group become extensively involved over the coming years. 

BMW will be present across the sport with a number of roles including, mind Official Main Sponsor of the FIL World Cup, Official Partner of the FIL World Championships and European Championship. 

The new partnership hopes to bring great exposure to the BMW brand through use of large advertising spaces on the ice track, logo rights as well as benefiting from a hospitality contingent. 

Friedrich Edel, Head of Sports Marketing Sales BMW Germany is delighted with the partnership as he commented that the company are “pleased to further expand our commitment to winter sports through the partnership with the FIL. Dynamics and efficiency are attributes that our vehicles and the sledges used in luge have in common. Both are high tech and in our view fit together perfectly. With the coming years in mind, it is particularly important to us to set new trends in the international sport of luge and to create added value for athletes and fans.”                  

Bruno Marty, Executive Director Winter Sports at Infront added that “the comprehensive partnership between BMW and the FIL underlines the appeal of the world-class events in luge as well as the reputation of the world federation itself as a sponsorship platform. This is a logical extension of BMW’s existing winter sports strategy. We are convinced that both brand communications and sales will demonstrably benefit from this commitment. Once again, we were able to secure a top international brand as a sponsor in winter.”