Winter is still a long way off, but the biathlon season It's getting closer! The World Cup will open in Kontiolahti (Finland) at the end of November with a new main sponsor: the German brewery Benediktiner WeissbräuA four-year contract has been signed with the International Biathlon Union. until the end of the 2029-2030 seasonBenediktiner Weissbräu will now be main sponsor of the World Cup, but also of the World Championshipswhich take place every February (outside the Olympic season).
The brewery's logo will be visible on signs along the tracks, in the finish areas, at the shooting ranges, and on athletes' bibs. Benediktiner Weissbräu will also be the exclusive beer partner in the VIP areas of the World Cup venues. Holger Pfeiffer, the brand's managing director, expressed his delight at partnering with " one of the most popular winter sports in the worldwhich attracts a huge international audience. The numerous World Cup events and the two World Championships constitute an ideal platform to further enhance our brand awareness, both nationally and internationally. »
« As the exclusive marketing partner of the IBU, our goal is toattracting well-established brands that naturally fit into the international world of biathlon and bring added value to the sport. With Benediktiner Weissbräu, we have found a well-established, high-end brand as a long-term partner of the World Cups and World Championships., says Matthias Pietza, Managing Director of Infront Germany. Its credible link with winter sports and the wide range of activation opportunities provide a solid basis for this partnership. »
