Winter Sports

Nutrition company Herbalife has made a donation of $1.5m (€1.3

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…

World Para Snow Sports has extended its partnership with snow making technology company TechnoAlpin to cover all major championships through to 2022

Car manufacturer Ford has struck a naming-rights partnership for a new training facility for the Nashville Predators and extended a deal with one of the NHL ice hockey team’s other venues.

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.

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.

Private banking company LGT has signed a deal to become the title sponsor of the next four World Curling Championships held outside of Canada

Agricultural products manufacturer Pioneer Hi-Bred has been unveiled as the Title Sponsor of the 2019 World Men’s Curling Championship in Lethbridge, Canada.

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

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.

PepsiCo has renewed with the NHL in a deal worth between $10m and $15m per year The sponsorship helped PepsiCo win a major contract with Subway Canada

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.

Japanese automotive manufacturer Toyota has expanded its partnership with the US Ski and Snowboard Association shortly after the national governing body announced that it has changed its name to US Ski & Snowboard.

The International Luge Federation (FIL) has extended sponsorship agreements with heating systems manufacturer Viessmann and automotive products supplier Eberspächer through to 2022.

Chinese sportswear brand Anta has agreed a deal to sponsor 13 of China’s national winter sports teams.

Japanese automotive manufacturer Toyota has stepped up its backing of US winter sports by partnering with US Figure Skating and US Speedskating, and extending an existing agreement with USA Hockey.

Swiss tourism bodies Titlis Cableways and Lucerne Tourism have signed on as main sponsors of the 2017 World Women’s Curling Championship and the 2018 World Men’s Curling Championship.

German lubricants manufacturer Liqui Moly has strengthened its winter sports portfolio by agreeing deals to sponsor this year’s World Luge Championships and Ski Jumping World Cup series.

Beijing Competitor Sports Science and Technology (CPT) has been named as title sponsor of the 2017 World Women’s Curling Championship.

Confectionery group Hershey has entered into a partnership with the US Ski and Snowboard Association.

Japanese automotive manufacturer Toyota has agreed to become the title sponsor of the US Ski and Snowboard Association’s (USSA) 2016-17 US Grand Prix.

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.