January 7 – German car manufacturing giant BMW has today been announced as the official partner of the International Luge Federation (FIL) in a deal that will see it sponsor some of the sport's biggest events, including the World and European Championships, as well as continue its involvement in the World Cup series.
The length of the new agreement was undisclosed but it was facilitated by marketing firm Infront Sports & Media which is a partner of FIL, and will also see the car firm become the official automotive partner of the world governing body and the official presenting sponsor of the federation's Relay World Cup.
The new deal takes effect immediately and will see the BMW brand displayed prominently at venues used for World Cup events, as well as at World and European Championships.
"Our federation is very proud to collaborate with an international brand such as BMW as official partner of our World Cup series," said Josef Fendt, President of FIL, based in Berchtesgaden, Germany.
"For many years BMW has given proof of their valuable support of winter sports.
"For the upcoming 2014-2015 season we are planning to introduce a special BMW scoring system, mutually developed by BMW and FIL.
"This is why I'm very happy that our international federation now has such a strong partner as BMW on its side."
In September 2013, FIL renewed its long term partnership with German heating systems manufacturer Viessman, which saw the company continue as title sponsor of the nine-event 2013-2014 World Cup series which is due to finish in in Sigulda, Latvia, on January 25 and 26.
Both Viessman and BMW are partners of the German Bobsleigh and Sled Sports Federation (BSD).
BMW has been stepping up its sponsorship of international events in recent years and was an official partner of London 2012 after being a sponsor of the Innsbruck 2012 Winter Youth Olympic Games.
Speaking about the new sponsorship deal with FIL, head of sports marketing at BMW Germany, Friedrich Edel said: "We are very happy to further expand our commitment in winter sports within the framework of our partnership with the FIL.
"Dynamic and efficient are common attributes of our automobiles and luge sleds.
"Both are high-tech – and from our point of view it is a perfect fit.
"With regard to the upcoming years it is important for us to introduce new accents in international luge and to create additional values for athletes and fans."
Following the end of the World Cup series, the world's top luge athletes will begin preparations for the Sochi 2014 Winter Olympic Games which get underway on February 7.
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September 2013: German company Viessman extends sponsorship agreement with International Luge Federation
August 2012: BMW has played a crucial role in making London 2012 the most sustainable Olympics and Paralympics ever
November 2011: BMW announced as sponsor of Innsbruck 2012
July 2011: BMW gears up for London 2012 with new Performance Editions
April 2011: "We would like to be worldwide Olympic sponsor" reveal BMW as it helps promote Munich 2018 bid