Audi extends FIS Ski World Cup title sponsorship through 2030 and adds biathlon to German ski deal
Audi will stay the exclusive automotive partner of the FIS Ski World Cup until the end of the 2029/2030 season, while widening its German ski association deal to four more winter sports including biathlon.
- 2002
- 2030
- 1984
- 4
What Happened
Audi is continuing its collaboration with the International Ski and Snowboard Federation (FIS) as the exclusive automotive partner through the end of the 2029/2030 season. At the same time, the company is expanding its commitment to the German Ski Association (DSV) and, starting with the 2026/27 season, is also supporting biathlon for the first time. The agreement covers the women's and men's alpine World Cup and also includes the FIS Alpine Ski World Championships in 2027 and 2029. Beyond the global series, Audi's cooperation with national ski associations in Italy, Austria, Finland, Norway, Sweden, Slovenia, France and Germany will continue.
- Involved in the FIS Ski World Cup since 2002 and title sponsor through 2030
- Agreement includes the FIS Alpine Ski World Championships in 2027 and 2029
- Working with the German Ski Association since 1984
- DSV partnership expanded to four additional winter sports disciplines from the 2026/27 season
- Cooperation continues with national ski associations in Italy, Austria, Finland, Norway, Sweden, Slovenia, France and Germany
Audi begins working with the German Ski Association (DSV)
Audi becomes involved in the FIS Ski World Cup
DSV deal expands to biathlon, ski jumping, cross-country skiing and Nordic combined
The agreement covers the FIS Alpine Ski World Championships
Audi remains FIS exclusive automotive partner and World Cup title sponsor through this point
As title sponsor, Audi will remain present at the international competition venues as well as in TV and social media coverage of the Audi FIS Ski World Cup. The company supplies a vehicle fleet for the World Cup, supporting on-site mobility. Models with quattro all-wheel drive are designed for the winter conditions at the host venues. The company describes the international FIS events as a platform with growing media reach.
The national deals complement the global commitment to the FIS Ski World Cup. Audi's relationship with the German Ski Association is the longest-running of them, dating back to 1984. From the 2026/27 season, that partnership widens to take in biathlon, ski jumping, cross-country skiing and Nordic combined alongside the existing alpine work.
Why this matters
The extension keeps Audi's brand in front of international winter-sports audiences through 2030, a platform the company says has growing media reach on TV and social media. It also matters to skiing and biathlon fans and to the national ski associations in eight European countries whose cooperation continues, and to the German Ski Association, whose partnership now covers four extra disciplines from the 2026/27 season.
Terms in This Story
- FIS
- The International Ski and Snowboard Federation, the global governing body for skiing and snowboarding competitions.
- quattro
- Audi's name for its all-wheel-drive system, which sends power to all four wheels.
- biathlon
- A winter sport that combines cross-country skiing and rifle shooting.
- Nordic combined
- A winter sport in which athletes compete in both ski jumping and cross-country skiing.
Summarised from the linked release; details can be imperfect — always verify against the original source.