FIS MEDIA INFO: New marketing concept for the FIS Cross-Country World Cup, Viessmann signs up as top sponsor

Oberhofen, 23rd June 2010/-- FIS Marketing AG, in close cooperation with FIS and its member National Ski Associations, is proud to present a new marketing concept for the FIS Cross-Country World Cup beginning with the upcoming 2010/2011 competition season.

The most significant elements of the new concept are a streamlined sponsorship model with just five main sponsors - 1 presenting sponsor and 4 main sponsors - internationally to create a consistent look and feel for the FIS Cross-Country World Cup. This approach is poised to improve the presentation of all partners and increase the visibility of their brands while enhancing the level of exclusivity for each.

Viessmann, one of the leading international manufacturers of heating systems and the title sponsor of the FIS World Cup since the 2002/2003 season, has decided to extend its partnership as the top sponsor of the main racing series in Cross-Country Skiing. It will continue to build on the previous six years of engagement as the new presenting sponsor, underlining its support for the concept which also entails enhanced branding for the World Cup as a product. As one of the four main sponsors, BMW will be beginning a new involvement in the snow sports as it joins the group of high-level partners for the FIS Cross-Country World Cup. Polar will remain as the official timing sponsor of the tour.

"The new marketing strategy for FIS Cross-Country World Cup will offer significant added value for our commercial partners and will be clearly visible for both the on-site fans and TV viewers," said FIS President Gian Franco Kasper. "We are delighted to see how well this new approach has been received by all the stakeholders, the market, our member National Ski Associations and their organizing committees. Their response shows that this is the right direction forward for the FIS Cross-Country World Cup."

"The new marketing concept formed the basis for our decision to continue our engagement as the number one sponsor of the FIS Cross-Country World Cup. The limited number of sponsors will ensure a better presence, especially in terms of banner visibility, while the consistent and steady appearance will generate synergies, for example between the World Cup and World Championships. Furthermore, having a single point of contact for all sponsors has significantly simplified communications," commented Torsten Stark, responsible for sport sponsoring at Viessmann.

"We have seen interest in Cross-Country Skiing rise consistently in recent years. We want to allow our customers to experience this fascinating sport directly. We are convinced that the FIS Cross-Country World Cup provides us with an attractive right platform to do this," said Karsten Engel, Vice President Sales Germany at BMW.

"This is the first major project for FIS Marketing AG. I am thrilled with the market's positive response. We look forward to further growing the long-term relationship with Viessmann as presenting sponsor. At the same time, we are pleased to welcome BMW as a premium brand to be part of our group of partners and are happy to be in advanced discussions with various other leading names," noted Christian Pirzer, CEO of FIS Marketing AG.

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About FIS Marketing AG
Established in the autumn of 2009, FIS Marketing AG is an independently run and staffed strategic joint venture owned by FIS as the majority shareholder and by Tridem Sports and Infront Sports & Media as equal shareholding partners. It has the objective of enhancing the value of FIS marketing rights and developing sponsorship projects as well as providing improved service to FIS partners.

Led by Christian Pirzer, FIS Marketing AG is incorporated under Swiss law and based in Wollerau, Switzerland. Besides managing the sales and handling of FIS controlled marketing rights it leverages the know-how and experience of its shareholders to offer event and marketing services and consultancy to the sports marketplace.

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About FIS
Founded in 1924 during the first Olympic Games in Chamonix, France, the International Ski Federation (FIS) aims to promote the sport of skiing and snowboarding and directs the development of all ski and snowboarding activities world-wide. FIS succeeded the International Ski Commission (CIS) that was established during the first International Ski Congress held on 18th February 1910 in Christiania (later Oslo), Norway. 2010 marks the 100th anniversary of international skiing and sees the sport embarking into its second century.

FIS administers the Olympic disciplines of Alpine Skiing, Cross-Country Skiing, Ski Jumping, Nordic Combined, Freestyle Skiing and Snowboarding, including setting the international competition rules. With the help of its 110 member nations (one currently suspended), it stages more than 6'000 ski and snowboard competitions annually. FIS also makes recommendations for recreational skiing and snowboarding in the interest of all and promotes play in the snow as a healthy leisure activity for children and the youth. For more information, please visit www.fis-ski.com.

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