THE INTERNATIONAL Ski Federation (FIS) has signed its most valuable commercial agreement in history after Audi renewed its title sponsorship of the FIS Ski World Cup for a further six years.
According to German website sponsors.de, the deal is valued at around $6m per year.
Audi has been the title sponsor to the Audi FIS Ski World Cup since the 2002/2003 season and extended its involvement up to and including the 2011/2012 season.
The new deal will see Audi’s “Four Rings” in evidence on the starting gate, advertising banners and in the finish area of Audi FIS Ski World Cup events at locations in Germany, Switzerland, Norway, Canada and the USA until 2018.
In winter sports, Audi is also a four-time presenting sponsor of the biennial FIS Alpine World Ski Championships, and will act as presenting sponsor of the next edition to be held in Schladming (Austria) in 2013.
For Peter Schwarzenbauer, member of the board of management of Audi AG with responsibility for marketing and sales, winter sports represent the ideal stage for the Audi brand to demonstrate “innovation, dynamism and sportiness”.
Despite the European and North American focus of the Audi FIS Ski World Cup sponsorship, Audi, a subsidiary company of Volkswagen, recently revealed that China has outstripped its home market to become the company's largest market.
See our story on the commercial activity of the global automotive industry here.
By Matthew Glendinning
matthewg@sportbusiness.com