Continental becomes premium sponsor for International Biathlon Union

Tire manufacturer Continental has entered into a strategic partnership to become a global premium sponsor for the International Biathlon Union (IBU). The agreement, brokered through Infront, the IBU’s exclusive marketing partner, will span four seasons from 2026/27 through 2029/30.

The partnership includes extensive visibility across major events, such as the LaVita IBU World Cup, the IBU World Championships, and the Loop One Festival. Continental will benefit from advertising space at competition venues, bib placements, digital rights on IBU channels, and access to official photo and video material.

Continental’s marketing leadership noted that the partnership draws parallels between the unpredictable weather conditions of biathlon and the performance requirements of winter tires. The collaboration aims to increase brand visibility within European winter sports markets by emphasizing safety and control in challenging environments.