BMW has stepped up to World Cup sponsorship in a number of winter sports. If you follow bobsledding, luge, skeleton, or biathlon on television or the Internet, you're going to see a lot more BMW exposure.
Bobsled and Skeleton
Fans of international bobsleighing—or bobsledding as we say over here—will get a strong dose of BMW this season, as BMW announced a greatly expanded sponsorship role with the International Bobsleigh & Skeleton Federation (FIBT). BMW will be the “Official Main Sponsor of the Viessmann FIBT World Cup,” the “Official Car and Technology Partner of the FIBT World Cup, World Championships, and Federation,” and “Title Sponsor of the FIBT World Championships.”
When Germany hosts the world championships in Winterberg in February, the event will officially be the “2015 BMW FIBT Bob & Skeleton World Championships.”
“The BMW commitment to bobsleighing has tradition at BMW. The technology partnership has linked us with the German Bobsleigh, Luge, and Skeleton Federation since 2010,” said Friedrich Edel, Head of Sports Marketing BMW Deutschland. “As of next season, BMW will also be present on an international level as the partner of the International Bobsleigh & Skeleton Federation.”
FIBT President Ivo Ferriani said, “We are delighted with BMW's commitment to bobsleighing and skeleton. BMW is not only an outstanding brand that is highly regarded throughout the world, just like its excellent cars. The enterprise also enjoys a successful tradition as a committed winter sports partner. On behalf of FIBT and all the athletes, I would like to say that we are looking forward to the debut season with our new main sponsor BMW, in particular to the BMW FIBT Bob & Skeleton World Championships in Germany.”
All this sponsorship gets BMW prominent exposure. For example, at all FIBT World Cup events and at the FIBT World Championships, the athletes' helmets will sport the BMW logo. BMW banners will be featured in the track areas. At the World Championships, the BMW roundel will be clearly visible on the front of the bobsleds; er, bobsleighs. At selected World Cup events, BMW will be providing BMW shuttle vehicles.
The “2015 BMW FIBT Bob & Skeleton World Championships” in Winterberg from February 23 to March 3, 2015 will be the first big highlight of the new partnership between BMW and the FIBT.
Biathlon
BMW has been the main sponsor of the International Biathlon Union (IBU) World Cup Biathlon since the 2010–2011 season. Now it is taking its sponsorship participation to another level.
In the coming season that starts on November 29, 2014, athletes will be competing in the BMW IBU World Cup Biathlon. In addition to being the title sponsor, BMW will also be the “Official Car Partner of the BMW IBU World Cup Biathlon and the IBU World Championship Biathlon.” If that weren’t enough, BMW will also serve as the “Official Presenting Sponsor of the IBU World Championship Biathlon.”
Friedrich Edel, Head of Sports Marketing BMW Germany said, “Over the years the biathlon has become a spectacular event in Germany and in Europe, delighting people both at the course and following on television. All of us have cheered so often when our favorites have battled for every hit at the shooting range and for every second on the cross-country skiing trail. The biathlon captivates its fans with its combination of precision, technique, and endurance. These characteristics fit the BMW brand perfectly and make the sport an excellent platform for us. We are looking forward to this much closer cooperation with IBU going forward.”
“It's extremely valuable for our sport to have a strong partner such as BMW at our side,” said Nicole Resch, Secretary General of the International Biathlon Union. “For years BMW has demonstrated its exceptionally high value as a partner and sponsor through its intensive commitment to winter sports—as well as other sports. You can tell that sponsoring sport is not just business for BMW, but rather it is close to its heart.”
The BMW IBU Biathlon World Cup season comprises a total of nine stages, including the two German venues at Oberhof and Ruhpolding. The IBU Biathlon World Championships will take place March 3–15, 2015 at Kontiolahti in Finland.
Luge
BMW is also upping its sponsorship for international luging. As Official Partner of the International Luge Federation (FIL), BMW is also taking its commitment to luge to a new level. This season, BMW will be an Official Partner, the Official Main Sponsor of the Viessmann Luge World Cup, and the Presenting Sponsor of the Viessmann Team Relay World Cup.
Josef Fendt, President of the International Luge Federation, said, “Our federation is very proud to collaborate with an international brand such as BMW as Official Partner of our World Cup series. For many years BMW has given proof of their valuable support of winter sports. For the upcoming 2014–2015 season we are planning to introduce a special BMW scoring system, mutually developed by BMW and FIL. This is why I’m very happy that our international federation now has such a strong partner as BMW on its side.”
Friedrich Edel, Head of Sports Marketing BWM Germany expounded, “We are very happy to further expand our commitment in winter sports within the framework of our partnership with the FIL. Dynamic and efficient are common attributes of our automobiles and luge sleds. Both are high-tech—and from our point of view it is a perfect fit. With regard to the upcoming years it is important for us to introduce new accents in international luge and to create additional values for athletes and fans.”
There is not much room for advertising on luges, so BMW will be featured prominently on banners at the all Luge World Cup events as well as the World and European Championships.
BMW obviously believes that its new sponsorship levels of these winter sports will pay off for the company. Many of us would rather participate than watch winter sports, but some of us—especially those who don’t live near a bobsled course, will have to find other ways to satisfy our need for a frozen adrenalin rush. We can confirm that taking to snow-covered roads in a Blizzak-shod Bimmer has been known to satisfy the playing-in-the-snow urge for some BMW enthusiasts.—Scott Blazey
