June 23, 2010 (Oberhofen, Germany) – FIS Marketing AG, in close cooperation with FIS and its member National Ski Associations, is proud to present a new marketing concept for the FIS Cross-Country World Cup beginning with the upcoming 2010/2011 competition season.
Streamlined Sponsorship
The most significant elements of the new concept are a streamlined sponsorship model with just five main sponsors – 1 presenting sponsor and 4 main sponsors – internationally to create a consistent look and feel for the FIS Cross-Country World Cup. This approach is poised to improve the presentation of all partners and increase the visibility of their brands while enhancing the level of exclusivity for each.
Viessmann is the Presenter
Viessmann, one of the leading international manufacturers of heating systems and the title sponsor of the FIS World Cup since the 2002/2003 season, has decided to extend its partnership as the top sponsor of the main racing series in Cross-Country Skiing. It will continue to build on the previous six years of engagement as the new presenting sponsor, underlining its support for the concept which also entails enhanced branding for the World Cup as a product. As one of the four main sponsors, BMW will be beginning a new involvement in the snow sports as it joins the group of high-level partners for the FIS Cross-Country World Cup. Polar will remain as the official timing sponsor of the tour.
Right Direction for Cross-Country
“The new marketing strategy for FIS Cross-Country World Cup will offer significant added value for our commercial partners and will be clearly visible for both the on-site fans and TV viewers,” said FIS President Gian Franco Kasper. “We are delighted to see how well this new approach has been received by all the stakeholders, the market, our member National Ski Associations and their organizing committees. Their response shows that this is the right direction forward for the FIS Cross-Country World Cup.”
“The new marketing concept formed the basis for our decision to continue our engagement as the number one sponsor of the FIS Cross-Country World Cup. The limited number of sponsors will ensure a better presence, especially in terms of banner visibility, while the consistent and steady appearance will generate synergies, for example between the World Cup and World Championships. Furthermore, having a single point of contact for all sponsors has significantly simplified communications,” commented Torsten Stark, responsible for sport sponsoring at Viessmann.
BMW on Board
“We have seen interest in Cross-Country Skiing rise consistently in recent years. We want to allow our customers to experience this fascinating sport directly. We are convinced that the FIS Cross-Country World Cup provides us with an attractive right platform to do this,” said Karsten Engel, Vice President Sales Germany at BMW.
Positive Response on the Market
“This is the first major project for FIS Marketing AG. I am thrilled with the market’s positive response. We look forward to further growing the long-term relationship with Viessmann as presenting sponsor. At the same time, we are pleased to welcome BMW as a premium brand to be part of our group of partners and are happy to be in advanced discussions with various other leading names,” noted Christian Pirzer, CEO of FIS Marketing AG.