Plochingen, Germany | Zug, Switzerland, 9 November 2021 - DECATHLON Germany has been an active player on the German sports market for the last 35 years and will be the main sponsor of the BMW IBU World Cup Biathlon as of the 2021/2022 season. The long-term cooperation was brokered by Infront for the International Biathlon Union (IBU) and begins at the first competition on 27 November in Östersund, Sweden.
The company, which operates in 61 countries, will aim to increase its brand awareness, especially among ambitious sportspeople, whilst encouraging an active society, a value which is in line with IBU's strategic roadmap until 2030, which aims to grow the sport with a special focus on youth.
The agreement is DECATHLON Germany's first major sports sponsorship and is in line with its motto "to make sport accessible to as many people as possible and get them excited about it – today and in the future."
DECATHLON Germany is one of six sponsors which enjoys exclusive advertising on prominent perimeter boards in the stadium, shooting range, on track and other dedicated branding space at all World Cup locations. In addition, its brand will also be visible on special advertising tools, start bibs and will benefit from hospitality packages.
Olle Dahlin, President of the IBU said: "We are delighted to welcome DECATHLON as a new partner and are pleased to see them become excited about the sport of biathlon. Their brand will provide a platform to further showcase thrilling events and exciting sport. It is through such partnerships, especially the reach of DECATHLON, through which we can realize our sport’s enormous potential to inspire new generations of fans and maybe even athletes."
André Weinert, CEO of DECATHLON Germany: "We practice what we preach and live our sporting motto more than any other company. This partnership is the next logical step in getting more people passionate about and involved in sports. Biathlon combines the outdoors and nature with sporty ambition. That is why it is the perfect platform for DECATHLON. We are delighted to have a world-class partner in the IBU to do so."
Michael Witta, Vice President Marketing Sales & Services at Infront, adds: "Biathlon remains a fascinating sport and an extremely attractive advertising platform – especially a rapidly growing sporting goods retailer like DECATHLON Germany. The long-term cooperation promotes the awareness of both partners and we are looking forward to a fruitful collaboration between the IBU and DECATHLON."