Accelerating the commitment to winter sports – BMW Germany becomes main sponsor of the FIL World Cup

Infront secures the automotive group for a multi-year partnership


Zug, Switzerland – BMW Germany is set to become extensively involved in international luge over the coming years. The automotive group is to be intrinsically present across the sport as a partner through a number of roles including Official Main Sponsor of the FIL World Cup, Official Partner of the FIL World Championships and European Championships, Official Automotive Partner of the FIL World Cup and of the association itself as well as Official Presenting Sponsor of the FIL Team Relay World Cup. The partnership was negotiated by Infront Sports & Media, marketing partner of the International Luge Federation (FIL).

The packages contain comprehensive integration of the BMW brand at all FIL World Cup events, including exposure through wide-reaching advertising spaces in camera view along the ice track. In addition, the company receives promotional opportunities and logo rights as well as benefitting from a hospitality contingent.

Friedrich Edel, Head of Sports Marketing Sales BMW Germany, commented: “We are pleased to further expand our commitment to winter sports through the partnership with the FIL. Dynamics and efficiency are attributes that our vehicles and the sledges used in luge have in common. Both are high tech and in our view fit together perfectly. With the coming years in mind, it is particularly important to us to set new trends in the international sport of luge and to create added value for athletes and fans."

Josef Fendt, President of the International Luge Federation, added: “As an association we are very proud to have won a global brand like BMW as an Official Partner of our World Cup. BMW has proven for many years to be a valuable promoter of winter sport. For the coming season 2014/15 we are planning a special BMW sub-competition, which FIL and BMW are developing together. I am therefore pleased that as an international association we have a strong partner like BMW by our side.”

Bruno Marty, Executive Director Winter Sports at Infront, said: “The comprehensive partnership between BMW and the FIL underlines the appeal of the world-class events in luge as well as the reputation of the world federation itself as a sponsorship platform. This is a logical extension of BMW’s existing winter sports strategy. We are convinced that both brand communications and sales will demonstrably benefit from this commitment. Once again, we were able to secure a top international brand as a sponsor in winter sports.”