The contract has expanded Pirelli’s existing winter sports engagement, following their commitment as an official sponsor of this year's men's IIHF World Championship in Russia.

The wide-ranging winter sports agreement will see Pirelli promoted at the 2017, 2019 and 2021 editions of the FIS Alpine Ski World Championships, starting with St Moritz in Switzerland from February 6 to 19 next year.

The company will benefit from exposure in camera view at key locations along the course, as well as engagement with approximately 600 athletes on site.

Television exposure for the event is distributed across 70 countries, and is set to reach up to one billion viewers worldwide.

For the IIHF Ice Hockey World Championship, the Pirelli commitment follows its involvement at the 2016 event staged in Moscow and Saint Petersburg.

The television coverage of the flagship event is distributed to more than 160 territories and reaches audiences exceeding one billion worldwide.

Pirelli will benefit from a comprehensive rights package at each event.

Alongside an extensive advertising presence in camera view featuring the company’s logo and colours, the brand will be included in all official communication and print materials, websites and digital platforms.

"Working with Infront has provided ease of access to a whole host of winter sports marketing opportunities," said Matteo Battaini, head of marketing at Pirelli.

"Firstly, it has allowed us to sample the huge potential of ice hockey and the relevance to our sales activities in winter sports markets.

"Secondly, as we now expand our activity into the world of Alpine skiing we are excited to reap the benefits that exposure through these two great events will have.

"We are confident this long-term engagement will fortify our commercial performance through greater visibility across so many key winter sports markets.

"Furthermore, we are confident that with Infront, we have a partner of choice who can help us maximise our activation and engagement opportunities at each event to create real impact."

FIS President Gian Franco Kasper welcomed the deal with his sport.

"The FIS Alpine World Ski Championships offer superb sports performance and exciting skiing with athletes demonstrating both control and speed, the perfect brand alignment for Pirelli to benefit from its high-performance and high-end technology winter tyres," he said.

"The events over the next few years also offer a wide geographical spread and we are delighted that Pirelli has put its confidence in our sport.

"We also trust that our partnership with Infront will prove to be of high value and provide excellent activation support."

IIHF President René Fasel added: "Brought in by Infront, Pirelli joined the official sponsor contingent at the 2016 IIHF Ice Hockey World Championship in Russia and has experienced first-hand the strength of the tournamanet as one of the greatest winter sports events available to commercial partners."