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Presenting FIS Partners: DKB

This week we are proud to present DKB, the title sponsor of the DKB FIS Nordic Combined World Cup. Bettina Stark, Chief Representative at DKB (www.dkb.de). The Deutsche Kreditbank AG (German Credit Bank), headquartered in Berlin, was founded in 1990 and has rapidly grown to be the bank of choice for consumers. It currently has more than 1.6 million customers. DKB is a strong partner of many winter sports and adopted the title sponsorship of the DKB FIS Nordic Combined World Cup in 2008.

Q. How was the connection between DKB and Nordic Combined born?

Bettina Stark: DKB is very active in winter sports and has long been connected with the discipline of Nordic Combined through sponsoring engagements with individual athletes, such as Olympic champion Georg Hettich. We have also supported Björn Kircheisen since the 2005/06 season. Our engagement has then been developed step-by-step.

Q. What does DKB expect from its sports sponsorship and especially from involvement in Nordic Combined?

Bettina Stark: What applies to Nordic Combined, is generally valid. Each sponsoring engagement must help DKB to continuously further develop its level of awareness in the marketplace, to make the brand more attractive and contribute towards a positive image. Our goal through our engagement in Nordic Combined is to win new customers and enhance the relationship with our existing customers.

Q. Why did you choose Nordic Combined and not triathlon or F1?

Bettina Stark: Nordic Combined fits well with us because we are an active and well visible sponsor in winter sports. The media reach of the discipline is also considerable. In our mix of sports, we have also included football and handball as those sports offer a great presence during the summer months.

Q. What kind of feedback did you receive after the first winter season? Did you reach your goals?

Bettina Stark: We were able to significantly increase the number of contacts during last winter season. The attractive broadcast slots, along with the large percentage of live programs, helped achieve this. For us an additional bonus was that we also sponsored the FIS Nordic World Ski Championships in Liberec in February 2009. This nicely rounded out our overall engagement.

Q. Do Nordic Combined and DKB share the same characteristics or values?

Bettina Stark: Competitive top sport in general and Nordic Combined in particular demonstrate the values of competition, endurance, fairness and determination. These have an important meaning for the philosophy of DKB.

Q. What do you expect from the coming season?

Bettina Stark: We expect primarily exciting and fair competitions that will keep the viewers enthused all season long, and of course, also good results for the German team.

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