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ICE-COLD OPPORTUNITIES

Become a winter sports partner!

Get involved with winter sports and enjoy the benefits of media attention, loyal customers and a strong network in the sports scene!

Become a partner
English

> 20 million

Germans are interested in winter sports

1.2 million

cumulative followers for German winter sports athletes

1.5 million

active skiers in Germany

Snow ahead

The German Skiing Association (Deutsche Skiverband, DSV) doesn’t just represent sporting success: it is also actively committed to societal topics, such as sustainability and youth promotion. With around 800,000 members and 4,500 affiliated clubs, the DSV is one of the largest and most successful winter sports associations in the world. A sustainability strategy has been developed in conjunction with the German Snowboarding Association (Snowboard Verband Deutschland, SNBGER) to guarantee sporting and economic success, taking into account social and environmental aspects.

An “Advisory Board for the Environment and Sustainable Sports Development” was set up as far back as 1987, making it the first sports association in Germany to have an advisory board of this nature. The Skiing Safety (Sicherheit im Skisport) foundation has been the centre of excellence for implementing sustainability projects across all fields of action for years.

Three areas of responsibility have been defined: winter sports organisation, training sites and federal centres, plus winter sports events such as the World Cup and the World Championships. In these areas, various fields of action are then covered and supported via projects.

A winter full of tournaments

Given the international attention garnered by large events such as world championships and the Olympics, sponsors have the opportunity to position their brand on a global footing. The exciting competitions attract a broad audience both on site and via various media platforms. The Winter Olympics in Beijing, for instance, generated more than 2 billion TV viewers around the globe. The next Winter Olympics will be taking place in 2026, this time in Trentino in South Tyrol.

There are plenty of other winter sports events prior to that. As soon as December, the ski jumping starts in Titisee-Neustadt, followed by Oberstdorf (25 and 26 January) and Willingen (31 January to 2 February) in the new year. At the same time, Garmisch Partenkirchen turns into the home of Alpine skiing.

Almost 310 hours of winter sports were broadcast live, with a TV reach of around 777 million viewers, in 2023/24. A huge reach for your brand!

Winter sport are often about a swift descent – but the only way is up for your brand

We take off, you boost your brand – take advantage of winter sports to achieve your goals!

Ski jumping is the second most popular sport in Germany, with Alpine skiing also in the top 10. As a winter sports sponsor, you can enjoy diverse advertising spaces and maximum flexibility at the various events, be it on site or on the screen.

A partnership with the German Skiing Association (DSV) offers an exceptionally long-lasting, impactful platform. With the high half-life period of commitment, you can benefit from stable visibility in the long-term, embedding yourself within the winter sports scene.

Top presence and reach for your brand

Winter sports are a core component of public TV broadcasters’ programming: the transmissions of Alpine skiing from Garmisch-Partenkirchen regularly attract large numbers of viewers. The TV figures on ZDF for the men’s downhill races in 2023 were above 3 million viewers, on ORF 2 million, and the men’s super-G was also watched by large numbers.

In terms of ski jumping, the Skiing World Cups in Oberstdorf, Willingen and Titisee-Neustadt were also watched on TV by two to four million viewers.

Sector exclusivity & guaranteed visibility

The popularity of winter sports events means that you and your brand can achieve sizeable reach on bands during the competition and press conferences.

We guarantee that no competitors will be displayed in the environment booked by you. Thanks to a general cap on sponsor numbers, we guarantee your brand the attention it deserves.

New customers and brand loyalty

Winter sports and the various events give your brand an ideal platform for coming into contact with new customers and building a stronger connection. With interactive brand experiences such as events and exclusive meet-and-greets with athletes, you can boost customer loyalty and retention. Lots of sports fans are loyal customers who remain particularly faithful to a brand if it supports their interests and passions. At the same time, new, younger target groups are to be approached in the future: to attract Gen Z, winter sports will forge new paths going forward and depict itself in a younger, more digital fashion via storytelling.

The perfect place for a 360-degree campaign

Alongside a partnership with DSV, winter sports offer countless sponsorship opportunities that can be perfectly combined to form a 360-degree campaign. An athlete partnership makes it possible to address the target group in a specific manner via individual sportspeople and boost brand loyalty. Conversely, event partnerships ensure a strong presence at events and offer direct interaction with fans on site. Together, these options create a comprehensive, versatile campaign that makes brands visible within the entire winter sports environment and anchors them sustainably.

SUSTAINABILITY IN WINTER SPORTS

Strategies, organisations and collaboration

One aspect is crucial to ensure that the fascination of winter sports can unfold to its fullest: the cold. But cold weather is becoming increasingly rare due to the climate crisis. Rising temperatures make snow less likely – and you can’t have winter sports without snow.

When global skiing brands and DSV, in particular, find each other to gain a stronger foothold in the German-speaking market, this is a testament to our sport. Conversely, it’s also important from an international perspective that these brands become aware of our sports through SPORTFIVE’s brokerage.

Walter Vogel, Managing Director Marketing, DSV

I’m delighted by sponsors’ involvement with winter sports. When the individual brands’ values and products align with winter sports, I’m more than happy to help boost the visibility of this brand in Germany and, together, write a success story.

Viktoria Rebensburg, Olympic Medallist in Alpine Skiing

Skiing is all about focus, technology, youth and dynamism – which are closely linked to the development and philosophy of the CHiQ brand. We hope that winter sports events can generate a deeper emotional connection to customers in Europe. This collaboration represents a new step towards sports marketing for CHiQ.

Jared Yang, CEO CHiQ Europe Electirc S.r.o.

SPORTFIVE – your contact for a perfect partnership

The sports marketing agency SPORTFIVE and the German Skiing Association have been closely collaborating on marketing for various ski World Cup events since 2008 to find suitable sponsorship partners and jointly identify the best solutions. Thanks to this close connection, SPORTFIVE is familiar with all the challenges and frameworks to bear in mind when marketing the different events.

“Ice Age”: learn more about how you can get involved as a partner in winter sports!

Want to learn more about a winter sports partnership, or are you interested in other opportunities? If so, leave us a message: we’ll get back to you shortly! Or email us directly on christian.ulmer@sportfive.com or catalina.cornelius@sportfive.com.

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