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