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BMW maintains winter sports backing

German automotive manufacturer BMW has extended its partnership with the Infront Sports & Media agency, through which it will continue to sponsor a host of winter sports properties.
The five-year deal will run until the end of the 2021-22 season.
Infront is the media and marketing partner of the International Bobsleigh & Skeleton Federation, and the marketing partner of the International Biathlon Union and the International Luge Federation (FIL).
BMW will continue to serve as title sponsor of the IBU World Cup and presenting sponsor of the IBU World Championships. It will also remain the IBU’s car partner and benefit from in-stadium brand exposure through banners, shooting mats and stickers, as well as along the track and on athletes’ starting bibs.
BMW has also renewed title sponsorship rights for the IBSF World Cup and the IBSF World Championships, and it will continue as the technology partner of the body. BMW will benefit from bobsleigh and skeleton’s top-tier sponsorship programme, which provides extensive brand exposure.
In luge, BMW will be a main sponsor of the FIL World Cup, FIL World Championships and European Championships, and the FIL’s automotive partner. Further brand exposure will be provided at all FIL events.
Florian Baumeister, head of events and sponsorship at BMW Germany, said: “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.”