The agreement with the leading international sports marketing company accounts for a number of races, including those at the men’s FIS Alpine Ski World Cup in Kranjska Gora and the women’s FIS Alpine Ski World Cup in Maribor.

Also falling under the deal are FIS cross-country races and the men’s FIS Ski Jumping World Cup Finals in Planica, as well as the women’s ski jumping in Ljubno and the snowboard events in Rogla.

It is the fourth occasion the co-operation between Infront and the SAS has been extended.

"We have been a partner of Infront since 1997," said SAS President Enzo Smrekar.

"Due to Infront’s collective media rights approach for the FIS events, its broad international network and long-term experience in the winter sports market, we have increased the exposure and value of our FIS World Cup events year on year.

"We are therefore very pleased to extend our valuable partnership once again and continue this journey of success together for the long-term."

Owing to the contract extension with the SAS, Infront has secured further national key rights in the long run to continue its collective media approach and offer international broadcast partners media rights for the FIS World Cup events across the season from one single source.

Thanks to agreements with most of national ski associations that carry out FIS World Cup events worldwide, Infront markets the media rights for the majority of FIS World Cup events on a collective basis.

It is claimed this allows a highly beneficial approach toward the coordination of television coverage and ensures consistently high transmission standards as well as continuous visibility of the series.

"We are delighted to extend the partnership with the SAS by another decade - a partnership that has been characterised by mutual trust and excellent collaboration over the years," said Bruno Marty, executive director of winter sports at Infront.

"We have always very much enjoyed working with the SAS and the Local Organising Committees - both for the historical races in Kranjska Gora, Maribor and Planica as well as for the relatively new ones in Rogla and Ljubno."

Infront describes itself as the number one player in winter sport and in April, the company re-signed a marketing rights contract with the International Biathlon Union (IBU) World Championships and World Cup events from 2018 to 2022.

The deal comprises the title sponsorship and key advertising rights throughout the season and includes marketing rights for the 2017 to 2022 IBU Cup Biathlon season, the IBU Open European Championships Biathlon and the IBU Youth/Junior World Championships in the same period.