New logo, consistent brand identity and simplified marketing hierarchy enhance the famous ski jumping series’ appeal for sponsors

Vienna, Austria / Oslo, Norway, 10 October 2010 – Infront Sports & Media – the new marketing partner of the Vierschanzentournee (Four Hills Tournament) in ski jumping - has introduced three major measures to enhance the premium character of the series and its value for sponsors: a new, consistent brand identity for all four component events, an optimised venue dressing and an exclusive, streamlined marketing hierarchy. The comprehensive concept was presented to the winter sports world at the Nordic Forum in Oslo yesterday.

The new brand character, developed by Infront Sports & Media’s in-house designers, will reinforce the tournament as a top, international event, while making it much easier for sponsors to associate their products and services with a unified series that has a single identity. The new logo has been designed to represent the dynamic, athletic, elegant characteristics of ski jumping. The graphic identity will be omnipresent throughout the four single events - amongst other design enhancements two kilometres of boards in the new Four Hills design have been installed - contributing to the high recognition and value of the tournament. Each event has a dedicated colour version of the new logo, combining unity with a degree of individuality.

 

“This approach recognises the virtues of consistency and simplicity and has already proven successful for the marketing of other prestigious sports properties”, said Bruno Marty, Executive Director Winter Sports at Infront. “The new identity will reinforce the perception of the Vierschanzentournee as the highlight of the winter sports calendar and at the same time deliver what sponsors want – a clear image that they can combine with their brand.”

 

A highly exclusive sponsorship approach with five partners only
In changing the commercial hierarchy, Infront and the organisers have decided to abandon the title sponsor role in aid of additional boost for the new logo. “This will help to build the new brand and increase the clarity and strength of its impact”, said Dr. Stefan Seykora, Managing Director of Infront Austria. “It follows that sponsors will put a higher value on associating themselves with the event.”

 

The new, streamlined sponsorship concept will introduce a reduced number of sponsor packages - five instead of 9 so far, thus delivering more exclusivity; more exposure for every sponsor, leading to higher media value and stronger impact. The concept includes one Presenting Sponsor and four Main Sponsor packages from the 2010/11 through to the 2013/14 season. In addition there will be an Official Car Partner for the event series.

 

The high-value, sponsor-orientated approach has already been introduced successfully across other Infront properties including the DFB Cup in Germany and the FIS Alpine Ski World Cup. Infront Austria is responsible for implementing the new marketing programme on the ground. 

 

Alfons Schranz, President of the Vierschanzentournee said: “These measures, combined, represent a very big step forward for the Vierschanzentournee. The new logo and the new sponsorship platform will make the Tournament even more professional in commercial terms, while losing none of its traditional resonance and appeal to the fans of winter sport.”

 

About the Vierschanzentournee (Four Hills Tournament)
The Vierschanzentournee – conducted at the Schattenbergschanze (Oberstdorf, Germany), Große Olympiaschanze (Garmisch-Partenkirchen, Germany), Bergiselschanze (Innsbruck, Austria) and Paul-Ausserleitner-Schanze (Bischofshofen, Austria) - is part of the FIS Ski Jumping World Cup and looks back to a 58 year tradition. Unlike other events in the World Cup calendar, the champion is decided by whoever scores the most points over all four events – World Cup points or the respective rankings are not decisive.

 

Infront’s involvement is based on an agreement with the German Ski Association (DSV) and the Austrian Ski Federation (ÖSV), effectively combining most sponsorship and advertising rights for the four FIS Ski Jumping World Cup events in Oberstdorf, Garmisch-Partenkirchen, Innsbruck and Bischofshofen. The contract runs for four seasons and will include the tournament’s 62nd edition in 2013/2014.

 

Infront - leading in winter sports
Infront Sports & Media, based in Zug, Switzerland, has grown impressively in recent years to become one of the leading international sports marketing groups in the world. Infront employs more than 500 people across 24 offices in 10 countries. It has long-lasting partnerships with around 130 rights holders and hundreds of commercial partners. Annually, it helps to deliver more than 1,800 event days of top class sport and produces and distributes many thousands of hours of quality coverage.

 

Infront has focused on developing its winter sports portfolio, to the point that it now represents six of seven Olympic winter sport federations at international level. Infront’s portfolio includes a 30 year partnership with the IIHF in world ice hockey and a major role in international skiing, where it manages more than 90% of the media and/or marketing rights to FIS World Cup events. Partnerships with the FIBT for bobsleigh and skeleton, FIL for luge, the IBU for biathlon and the WCF for curling complete Infront’s winter sports portfolio. As a result Infront is able to offer the best winter sports opportunities from a central source.

 

For further information, please contact:

 

Jörg Polzer
Associate Director, Communication & PR
Infront Sports & Media AG
Tel. +41-41-723 15 15
press infrontsports.com
www.infrontsports.com

Ingo Jensen
Press Officer
Vierschanzentournee
Telefon +49-8331-99188 50
presse vierschanzentournee.com
www.vierschanzentournee.com