Infront Sports, the heavyweight sports marketing agency, has extended its long-standing commercial partnership with the International Luge Federation (FIL) through to the end of the 2029-30 season.
The new agreement continues to grant Infront responsibility for the commercialisation of parts of FIL’s key sponsorship assets across the FIL World Cup and World Championship events, as well as trackside branding and event visibility.
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The announcement marks almost 30 years of collaboration between FIL and Infront, a relationship that began in 1998 and has expanded from a traditional marketing agreement into a broad commercial and brand development tie-up.
Bruno Marty, senior vice president of ProSports at Infront, said: “A long-term partnership like this is rare in any sport, and something we always work towards and value.
“This extension is a continuation of our leading position in winter Olympic sports, giving us the best possible platform to keep developing the commercial programme with FIL and ultimately growing luge into the best possible proposition for all stakeholders.”
Along with the announcement of the renewed agreement, the two parties have unveiled a rebrand of the governing body, developed by Infront, which includes a new visual identity.
The launch builds on earlier collaboration between FIL and Infront on the development of the FIL Luge World Cup branding.
Hansjörg Jeserznik, managing director of Infront Austria, added: “Our work on the rebrand with FIL provides a clearer and more consistent identity across every touchpoint, from broadcast to digital and on-site.
“We wanted to find a way to properly reflect the fundamentals of the sport, allowing it to integrate the needs of our current and future commercial partners whilst paying tribute to the sport’s long-standing position as a premium winter property.”
