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.

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

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.

Energy and infrastructure company BKW has extended its partnership as a top-tier sponsor of Swiss-Ski, the national governing body for snow sports

The 2019 Winter X Games, taking place in Aspen, Colorado, US, this week has introduced three new sponsors to this year’s roster.

One of the most pun-tastic sports sponsorship partnerships is continuing. White Castle, which makes 'slider' hamburgers, has announced a two-year extension of its partnership with USA Luge.

German automotive manufacturer Audi has struck a four-season extension to its partnership with the Freeride World Tour skiing and snowboarding series


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.