Automotive company BMW has signed up as the new official main sponsor of the International Bobsleigh and Tobogganing Federation (FIBT) World Cup and the title sponsor of the FIBT World Championships.
The deal was brokered by the Infront Sports & Media agency, the FIBT’s marketing partner, and covers nine bobsleigh and skeleton races per season.
BMW will receive branding exposure in camera views and on athletes’ helmets across all competitions. At selected races, BMW will provide cars for dedicated shuttle services.
BMW has been a technology partner of the German Bobsleigh and Luge Federation since 2010.