FIS and Kaufland announce new partnership for Nordic skiing

Oct 20, 2026·Inside FIS

Kacper Tomasiak (POL) in Klingenthal @ FIS / Action Press / Julia Piatkowska

FIS is pleased to welcome Kaufland as a new partner of Nordic skiing through a multi-year agreement beginning with the 2026-27 season.

At the heart of the partnership is the title sponsorship of the FIS Ski Jumping World Cup, which will officially be known as the Kaufland FIS Ski Jumping World Cup for the next four seasons until 2029-30.

Kaufland will also partner with the FIS Ski Flying World Championships in Planica (SLO) 2028 and Vikersund (NOR) 2030. Additionally, the German retailer will serve as an Official Premium Partner of the FIS Nordic World Ski Championships in Falun (SWE) in 2027 and Lahti (FIN) in 2029.

Throughout the World Cup season, fans can also look forward to Kaufland fan zones at selected events, in-store activations and dedicated winter sports content across the company’s social media channels.

The new partnership represents a significant expansion of Kaufland’s involvement in winter sports and builds on the company’s existing engagement in Ski Jumping.

Over the course of the last few years, Nordic skiing and Ski Jumping in particular have been an incredibly fertile ground for international growth. As we look ahead to reaching even further, it is fantastic to count on partners that are already a part of this environment and, more importantly, that share with us the spirit and the values that these disciplines stand for. I am sure that the Kaufland-FIS partnership will bear witness to incredible feats on the hills and tracks around the world.– Urs Lehmann, FIS Secretary General

For Kaufland, the partnership with FIS marks the next step in taking its winter sports commitment to an international level.

For us, a top-quality selection of foods for a balanced diet and the world of sports simply go hand in hand. Winter sports, Ski Jumping in particular, captivate millions of people, especially in the countries where Kaufland operates. (…) With the global governing body by our side, we look forward to supporting this sport with its rich tradition and bringing the excitement of winter sports to life. Both at the venues and right in our stores.– Michael Lüttgen, Head of Marketing at Kaufland

About Kaufland

Kaufland is one of Europe’s leading retail chains, offering a broad range of food and everyday products. The company operates more than 1,600 stores and employs more than 162,000 people across eight European countries: Germany, Poland, the Czech Republic, Romania, Slovakia, Bulgaria, Croatia and the Republic of Moldova.

Headquartered in Neckarsulm, Germany, Kaufland is part of the Schwarz Group and combines a strong international presence with a focus on quality, choice and value for its customers.

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