A historic partnership, a new chapter: Audi and FIS mark milestone in Sölden

With the excitement building ahead of the opening races of what promises to be another thrilling Audi FIS Ski World Cup season, Sölden provided the perfect setting to mark the renewal of one of the longest-standing partnerships in international winter sports. 

On Thursday, FIS President Alexander Ospelt and Audi Senior Vice President Marketing Dr. Michael Müller sat down for an informal conversation moderated by former Alpine Skiing star Marco Büchel, with members of the media joining the discussion. 

The occasion marked the renewal of the partnership between FIS and Audi through the 2029/30 season. Audi has been title partner of the FIS Alpine World Cup since 2002 and, under the renewed agreement, will continue in that role as well as serving as a premium partner of the FIS Alpine World Ski Championships through the next Olympic cycle. 

The conversation reflected on more than two decades of collaboration, but also looked firmly towards the future.

Ospelt emphasized that the renewal represents more than continuity.

Both highlighted the natural connection between the two organizations, built around shared values such as precision, high performance and courage. The importance of bringing the partnership to life beyond traditional brand visibility was another central theme, with Müller stressing that activation is at the heart of the collaboration. 

For Ospelt, the strengths that the two partners bring to each other are equally clear: FIS offers the emotion generated by snow sports, while Audi brings reliability. 

Looking ahead, the discussion turned to innovation and the challenge of continuing to engage new generations of fans. "In the age of AI," Müller said, "physical experiences such as those offered by winter sports will become increasingly relevant. It is important to shape these experiences together and create new impulses."  Adding to that, Ospelt highlighted the importance and FIS' intention to develop new formats and take the sport closer to its fans. 

That forward-looking spirit is also at the heart of the renewed agreement. Announced earlier this year, the partnership will continue to give Alpine Skiing a strong global presence across competition venues, broadcast and digital platforms through 2030.  

And there could hardly be a more fitting place to mark this milestone than Sölden. Under the banner of “United by quattro”, athletes and teams from across the Alpine Skiing community have once again come together to open a new World Cup season, and, for Audi and FIS, a new chapter in a partnership spanning more than two decades.