Infront Sports & Media is introducing a new, streamlined sponsorship platform for the majority of the FIS Alpine World Cup events, which will be implemented for the first time for the upcoming winter season.
Infront is in the unique position of being able to market a total of 40 races (of the 69 that make up the series next season) on a collective basis in this exciting series, through its agreements with 12 National Ski Associations and several Local Organising Committees. Infront has reduced the advertising packages on offer from 14 to seven, on the time-honoured basis that “less is more”. This means that the maximum number of event sponsors per race will be capped at seven, excluding FIS Partners in the title and data/timing categories.
A cohesive look and feel
A new, stylish venue communication concept is being implemented for all FIS Alpine World Cup races marketed by the agency, producing a cohesive look and feel for all races. This will have the effect of increasing the impact for those brands involved. Visibility will be improved through innovations such as LED boards, special Course Sections and by having only two Finish Area Partners.
Infront has been working closely with FIS, rights holders, sponsors and media companies over the past 12 months to develop and agree the new system. In the past, the races marketed by Infront offered a potential of 14 advertising packages per race, resulting in more than 500 potential advertising variations. The new platform offers a choice of seven packages - BIB Package, Start Area Package, two Course Packages, one Cascade Area Package and two Finish Packages – designed to be consistent at every race. The new programme is being marked across the Infront Group and serviced by Infront’s Italian subsidiary – Infront Italy.
There is significant live television coverage in all major European winter sports markets, thanks to co-ordinated media rights distribution through Infront, which also represents the media rights of 21 National Ski Associations and several Local Organising Committees. This provides the potential for a consistent and regular offering of FIS Alpine World Cup coverage throughout the winter season. Overall, the cumulative viewership for the FIS Alpine World Cup extends 3 billion on worldwide basis.
Bruno Marty, Infront’s Executive Director, Winter Sports, said: “We believe that the Infront- marketed events will stand out clearly from other FIS World Cup events and will achieve the frequency, impact and quality of message that sponsors want. Our expertise in stadium communications is being applied to the ski run, creating a consistent look-and-feel in winter sport, similar to the UEFA Champions League in approach and overall quality.”
Gian Franco Kasper, FIS President, added: “FIS welcomes Infront’s more exclusive approach to providing value to a limited number of sponsors. This is an important and carefully-considered move forward, which will further strengthen the image of the FIS Alpine World Cup. We have also been working with Infront on a separate ‘optimisation’ project, designed to fine-tune the series’ promotional activities and further increase the standard of event organisation for the benefit of the National Ski Associations, athletes, fans, and media amongst others.”
Michael Witta, Infront’s responsible for FIS Alpine World Cup sponsorship sales, added: “We have had a tremendous response from the market, in spite of the economic situation. Quality sells and currently we can only offer one major, central package.”
