Continental and the International Biathlon Union Join Forces for a New Winter Sport Partnership

Hannover, Germany, October 14, 2026. Continental is becoming a global partner of the International Biathlon Union (IBU). Beginning with the 2026/27 season, the partnership will span the LaVita IBU World Cup, the IBU World Championships and the Loop One Festival through 2029/30. The agreement was brokered by Infront, the IBU's exclusive global marketing partner.

Few sports are as closely connected with winter as biathlon. Athletes prepare for changing snow, weather and course conditions, combining endurance with the precision required at the shooting range. For Continental, that makes the sport a natural environment for a partnership built around a positive view of winter: good preparation creates the confidence to make more of the season and go where winter can take you.

“Our partnership with the International Biathlon Union brings together two organizations that share a common belief: challenging and unpredictable conditions do not have to limit what is possible. They can create opportunities for those who are prepared,” says Alexandra Gaillard, Head of Marketing at Continental. “Whether on the biathlon course or on winter roads, determination and the right equipment make all the difference when conditions change. Together with the IBU, we want to inspire people to rediscover winter and embrace the possibilities it offers, helping them navigate changing conditions safely and confidently.”

The partnership brings Continental into one of the strongest winter sports environments in EMEA. The IBU calendar includes 54 LaVita World Cup races and 12 World Championship races, with events in many of Continental’s key European winter markets. Germany, France and Sweden are among the largest EMEA television markets for biathlon in the partnership analysis.

The connection goes beyond audience reach. European biathlon fans also show an unusually strong affinity with individual mobility: 88 percent own at least one car, 80 percent drive at least semi-regularly and 59 percent drive regularly. For Continental’s tire business, that creates a highly relevant audience.

“Biathlon is a natural fit for Continental: success in the sport depends on the perfect combination of performance, precision and control in winter conditions, just as it does for our winter tire portfolio,” says Ferdinand Hoyos, Head of Business Area EMEA at Continental. “For decades, biathlon has been one of the most popular and successful winter sports on the Olympic stage, and throughout those decades, Continental has remained a trusted leader in winter tire technology. This shared commitment to excellence, performance and reliability makes for a great partnership and provides a strong platform to engage with fans, customers and retail partners across EMEA.”

For the IBU, the cooperation adds an internationally established mobility brand to a partner platform that accompanies athletes and fans throughout the season. The partnership will create opportunities for Continental and the IBU to develop fan experiences and market activities around major competitions over the coming years.

Felix Bitterling, Commercial & Marketing Director of the IBU points out: “With Continental, we are welcoming a strong and renowned brand to the biathlon family. The company’s commitment to quality, innovation and performance resonates perfectly with the values of our sport and federation. Biathlon provides an excellent platform for global visibility while creating meaningful engagement opportunities with our passionate fan base.”

Marco Sautner, Managing Director Infront Germany said: "Continental has seen firsthand the value that winter sports can create for leading brands. Biathlon's passionate fan base, strong presence in key European markets and range of activation opportunities provide an excellent platform to build on that success. It is hugely satisfying to bring together two organizations that stand to benefit from a long-term collaboration."

The partnership adds another dimension to Continental’s long-standing engagement in sport. In EMEA, it provides a season-long platform that combines the emotional reach of biathlon with direct relevance for winter mobility. The common idea is simple: winter conditions do not only set limits. With the right preparation, they can open up possibilities.