IBU and Infront take partnership into third decade with extended agreement

IBU and Infront take partnership into third decade with extended agreement

The International Biathlon Union (IBU) and Infront, a Wanda Sports Group company, will continue their exclusive marketing partnership for eight more years after extending their partnership until the 2029/30 season. The current agreement was due to end after the 2021/22 season. Working on behalf of the IBU, Infront will maximise biathlon’s marketing potential in line with the Federation’s strategic plan, Target 26.

By the time the 2030 season arrives the IBU and Infront will have celebrated 36 years of partnership. The first agreement was signed in 1994 between the IBU and APF Marketing Services – which Infront acquired in 2005.

IBU President Olle Dahlin said: "Through our strategic plan, Target 26, we are committed to fulfilling our sport’s enormous potential and our progressive partnership with Infront will support us in doing that. This agreement guarantees IBU long-term sponsors’ support and allows us to plan our reinvestment into the sport as we aim to extend our reach, innovate our future and enhance our events. Infront is a familiar partner, but a progressive one and I look forward to writing the next chapter in the IBU's history with them."

Infront Vice President Winter Sports Stefan Krauss said: "Biathlon is and will remain a fascinating sport and highly attractive advertising platform. We have agreed with the IBU to set the highest possible benchmark when it comes to implementing innovative, environmentally friendly and sustainable methods to attract commercial partners. This long-term partnership offers Infront and the IBU's sponsors an excellent opportunity to plan, collaborate and implement their future strategy already as of now."

This new deal expands on Infront's current role by adding the IBU Cup and IBU Junior Cup – the second and third tier biathlon competition series – to the portfolio. Previously the marketing rights included World Cup and World Championship events only.