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.
Chinese manufacturing company Shougang Group has agreed a deal to sponsor the 2022 winter Olympic and Paralympic Games in Beijing.
Chinese sportswear brand 361° has been named as the title sponsor of the upcoming World Men’s Curling Championship.
Supermarket chain Jumbo has agreed a deal to become sole title sponsor of Team LottoNL-Jumbo, the innovative entity that combines the Dutch speed skating team and UCI WorldTour cycling outfit of the same name.
The German Ski Association (DSV) has renewed its partnership with German sportswear manufacturer Adidas.
The USA Luge national governing body has renewed its partnerships with Norton/Saint-Gobain, Team Worldwide and U.S. Venture.
German automotive manufacturer BMW has extended its partnership with the Infront Sports & Media agency, through which it will continue to sponsor a host of winter sports properties.
German lubricants manufacturer Liqui Moly has extended its commitment to winter sports by unveiling a raft of sponsorship deals.
Chinese sportswear company Anta has agreed a deal to sponsor the 2022 edition of the winter Olympic and Paralympic Games, which will take place in Beijing.
The International Luge Federation (FIL) has agreed a four-year extension to its commercial rights partnership with the Infront Sports & Media agency.
Swiss watchmaker Edox has been named as the official timekeeper of this year’s European Curling Championships, which will take place in St Gallen, Switzerland.
Private banking and asset management group LGT has agreed a partnership with the Infront Sports & Media agency to sponsor three leading events organised by the World Curling Federation.