BMW becomes Main Sponsor of major IBU biathlon events

BMW has strengthened its commitment to winter sport - the international sports marketing agency Infront Sports & Media, through its Infront Austria subsidiary, has signed a contract for the German marque to become official main sponsor of the IBU World Cup and the IBU World Championships Biathlon.

The company will benefit from strategic product placement and branding in prime locations at the various event venues. Beyond that, BMW will also become the official car partner of the IBU.

The e.on Ruhrgas IBU World Cup Biathlon runs throughout the winter season and consists of a series of nine events regularly staged in the strong winter sports markets of Europe and North America. As one of the most popular winter sports in Europe, biathlon achieves excellent television viewing figures especially in Austria, Finland, Germany, Norway, Russia and Sweden. The IBU World Championships are held annually, except during the year of the winter Olympics.

"Biathlon epitomises endurance and precision - two attributes that suit the BMW brand brilliantly", said Karsten Engel, BMW’s Vice President Sales Germany. "We want to allow our customers to experience this fascinating sport directly. The Biathlon World Cup and Biathlon World Championships provide outstanding platforms for this purpose".

As main sponsor of the IBU Biathlon events, BMW will benefit from several efficient communication platforms in prime locations of the biathlon stadiums and courses. Sponsorship rights include exclusive product placement in camera view, additional venue advertising, branding of athletes bibs and the possibility of on-site promotions.

Bruno Marty, Executive Director Winter Sports at Infront, commented: "The Infront Group already has a track record in providing services in motor sports to BMW. We are really excited that we are now able to get the brand involved in winter sports and hope that this will develop into another long-term partnership for an Infront-promoted sport".

Dr Stefan Seykora, Managing Director Infront Austria, said: "We have once again demonstrated that we are able to target the right commercial partners for biathlon. To add BMW to the already impressive list of international brands in the IBU World Cup and the World Championships is a great achievement for all involved. Biathlon's and BMW's images work well together and I'm expecting excellent results all round, in particular as biathlon will continue to receive much enhanced television exposure at an impressive level of 1,400 programme hours per annum”.

As the IBU World Cup Main Sponsor, BMW will join title sponsor e.on Ruhrgas (energy), as well as presenting sponsors Viessmann (heating systems), DKB (banking), Erdinger (beer), Bauhaus (DIY retail), Ehrmann (dairy products) and adidas (sports apparel).

He added: "Not only am I playing a full schedule, but I am watching all the potential players with great interest and following all their results all around the world. I am also busy working with the Ryder Cup team, on everything from the course set-up to designing and selecting the team uniforms, bags, waterproofs, and gifts and making sure everything is just right. I am a meticulous person and I don’t want to leave anything to chance in trying to regain the Ryder Cup Trophy for Europe".

Maurice Flanagan, Executive Vice Chairman, Emirates Airline & Group, said: "We are very much looking forward to the Ryder Cup and everyone at Emirates is gearing up for this important tournament. We are excited at the opportunities available to us and our customers by sponsoring such a high-profile and elite golfer as Colin".

Emirates announced its sponsorship of the 2010 Ryder Cup at a press conference in Dubai in February and will be bringing international golf fans to the UK through its extensive route network for the tournament which takes place between 1st and 3rd October 2010.

Additionally, the airline will be an Official Partner of the European Team in 2012 when they travel to Medinah Country Club in Chicago, Illinois, USA.

The 2010 Ryder Cup is one of the most eagerly anticipated sporting events of the year, and will attract more than 200,000 golf fans to the UK and the City of Newport in Wales, as well as a global television audience of millions.

The multi-award winning carrier also extends its support for golf by allowing passengers to check in a set of golf clubs free of charge, in addition to their normal checked baggage allowance, in any class of service on all Emirates flights.

The airline currently serves twenty-three European destinations and will soon add Prague and Madrid to its network. The airline will be connecting passengers to the 2010 tournament, as well as the 2012 event in Illinois, with San Francisco, Los Angeles, Houston and New York also on the Emirates network.

Along with The Ryder Cup and BMW International Open, Emirates will be the Official Airline at thirteen other tournaments in 2010, with nine of them on The European Tour International Schedule.

Photo: Colin Montgomerie - flanked by Emirates cabin crew members Yap Li Eei (left) and Louise West-Newman - at the BMW International Open Pro-Am.