Winter Sports

Latest Features

Sports Sponsorship Insider has undertaken research into 80 properties and 690 different brands across the Winter Olympic Games and winter sports. 

German Carmakers Audi and BMW are two of the three dominant multimillion euro spenders in winter sports across eight disciplines and 17 events.

German carmaker Audi has consolidated its top-tier presence in winter sports following Presenting Sponsor agreements with ski jumping’s Vierschanzentournee Four Hills Tournament and the Ski Cross World Cup.

Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.

German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.

Car dealership Emil Frey has been unveiled as the first gold partner of the 2021 Winter Universiade in Lucerne, Switzerland

Chinese dairy products company Inner Mongolia Yili Industrial Group has threatened to pull out of sponsoring the 2022 Winter Olympics in Beijing due to a dispute with rival firm China Mengniu Dairy

Healthcare company Kaiser Permanente has upgraded its partnership with the Golden State Warriors NBA basketball team to create Thrive City, a new community gathering place that will bring together locals…


Carmaker Audi’s far-reaching involvement in winter sports sits as one of four cornerstones in the brand’s wider sponsorship approach, Florian Zitzlsperger, head of sports marketing at Audi, told Sports Sponsorship Insider. The three remaining cornerstones in Audi’s wider strategy are: motorsport, football and golf.

Infront Sports & Media has tied the marketing rights to the Vierschanzentournee - Four Hills Tournament - ski jumping events with around 15 other events to create a new commercial programme for the International Ski Federation’s annual Ski Jumping World Cup.