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Pirelli makes wide-ranging winter sports commitment

Italian tyre manufacturer Pirelli has stepped up its backing of winter sports by agreeing deals to sponsor the Alpine World Ski Championship and the Ice Hockey World Championship.

Pirelli has signed an agreement with the Infront Sports & Media agency to sponsor the 2017, 2019 and 2021 editions of the Alpine World Ski Championship, which is organised by the International Ski Federation (FIS). Significant brand exposure will be granted as part of the agreement.

Pirelli will also partner with the Italian Winter Sport Federation (FISI) in 2017, through which it will sponsor Italian athletes in championships around the world. Pirelli has also signed a one-year extension to its partnership with Swiss-Ski.

Meanwhile, Pirelli will sponsor the 2017 to 2021 editions of the annual Ice Hockey World Championship. The company will receive rink-side brand exposure at the showpiece national team competition of the International Ice Hockey Federation.

The 2017 Ice Hockey World Championship will take place in Cologne, Germany and Paris, France from May 5-21.

The 2017 Alpine World Ski Championship will take place in St Moritz, Switzerland from February 6-19.