It’s the beginning of the FIS Alpine World Ski Championships 2019. This year the championship event is being held in Åre, Sweden, after just beating out Italy to the title (they’ll be hosting the event in 2021 instead). Åre is a famous ski resort is located on the West of Sweden and was founded over 100 years ago. This is a perfect location for the event and without the Winter Olympics, skiers and snowboarders around the world will be watching. So, which organisations took the jump to be this year’s sponsors?
Main Sponsor – Audi
Audi has been the main sponsors for the FIS Alpine World Ski Championships since 2002/03, making this the 17th year the organisation has partnered with the championship event.
They extended their contract last year to reach the 2021/22 season and during their press release Thomas Glas, the Director of Sports Marketing at AUDI AG, said “We are pleased to be able to announce the extension of this long-lasting and successful partnership right before the start of the Olympic season. This allows Audi to be and stay the leading partner of international winter sports. Our role as title sponsor of the FIS Alpine World Cup is one of the highlights of our extensive engagement.”
The car manufacturer has a rich history with the International Ski Federation (FIS). Here is an extract from the FIS website on the list of events that Audi has partnered with over the years. “The extensive engagement of Audi reaches across the FIS disciplines: since 2011 as title sponsor of the Audi FIS Ski Cross World Cup, November 2013 as partner of the FIS Nordic Combined World Cup and the FIS Cross-Country and Ski Jumping World Cups since the beginning of the 2014/2015 season. Meanwhile, Audi was the Presenting Sponsor of the 2017 FIS Alpine World Ski Championships in St. Moritz (SUI) and an international sponsor of the 2017 FIS Nordic World Ski Championships in Lahti (FIN). The Four Hills Tournament and the Ski Flying World Championships were held under the banner of the four rings as well. Furthermore, Audi was a partner in the 2017 FIS Freestyle Ski and Snowboard World Championships in Sierra Nevada (ESP).”
Audi has taken such an interest in winter sports as it aligns with their idea of being a sport-driven technology. They have long ties with winter sports, having been a sponsor for the German Ski Association for more than 30 years, as well as having naming rights for some of the FIS events and the Audi Wind Tunnel centre in Ingolstadt where athletes train.
To go along with their partnership, Audi has released the new Audi e-tron. A fully electric vehicle with all-wheel drive and a promise of a powerful performance on any terrain.
The Official Timekeeper – Longines
The luxury Swiss watchmaker has extended its contract to be the official timekeeper for the next 6 years, as well as the option to extend this for another 5 years near the end of the original deal. Not much has been released about their contract, however, there are rumours that the deal was worth €1 million per season.
FIS president Gian Franco Kasper said: “FIS is delighted that the long-term partnership between Longines and the FIS Alpine Ski World Cup continues to grow. This new agreement represents significant value for FIS and all the organisers of the FIS Alpine Ski World Cup events.”
Longines will get to put their branding around the event for as much visibility as possible. They will also be using advanced timing and data handling technology, which the watch company says will give them “the possibility to develop and optimise timing and data handling” Walter von Känel, president of Longines.
Longines has released an Official Watch for the event. The Conquest V.H.P. Which can be purchased for €880. It is water resistant to 5 bar, round stainless steel piece with silver carved dial and hands.
Title Sponsor – SkiStar
SkiStar is a Swedish leisure, tourism, property and retail company with three resorts in Austria, Sweden, and Norway, which won 2 World Ski Awards in 2018. Their main business type is their alpine skiing in Sweden and Norway, with ski schools, rental services and accommodation.
As this years FIS Alpine World Ski Championships is being held in Åre, right where one of their resorts is placed, this is the perfect opportunity for SkiStar to become the face of the event. Reaching a huge new audience and being able to fill their resort off the back of the event for years to come.
Their partnership with the FIS Alpine World Ski Championships gives SkiStar the right for logo exposure throughout the event as well as the role of ‘official clothing supplier’.
”“we will create a completely new skiing and outdoor brand aimed at people with an active lifestyle. For the Alpine World Ski Championships in Åre 2019 we will launch a range of skiing clothes that we will sell exclusively in our SkiStarshop Concept Stores and online at www.skistarshop.com”Mathias Lindström, SkiStar's Director of Marketing and Sales
Other sponsors for the event include Nocco, Unibet, Liquimoly, Firelle, Helvetia and Bauhaus. This Championship event is said to have roughly 120,000 visitors this year, as well as 700 million television users over 70 participating countries. This is a huge audience for sponsors to target and to send their message to. We wish the best of luck to all 600 of this year’s competitors and look forward to seeing which organisations will benefit from sponsoring the FIS Alpine World Ski Championships in 2021.