KirchSport AG, the sports marketing arm of KirchMedia GmbH & Co. KGaA, has announced that Germany’s Krombacher Brewery is to become the Title Sponsor of the Challenge Cup, one of the top events in the international sport of luge.

Krombacher and the International Luge Federation (FIL) are also breaking new ground by introducing a ‘Jackpot’ for the sport’s top-level athletes.

The Krombacher Brewery in Kreuztal-Krombach is increasing its sponsorship investment by moving into new winter sports. The Challenge Cup contract runs for three seasons, with an option to renew for three more. As title sponsor, Krombacher will have name association with the event and identification on athletes’ number bibs.

A comprehensive package of rights also includes ‘Official Sponsor’ status at the Luge World Cup, the European Championships in 2002, the World Championships 2003-2005 and the Super Cup on 28 December 2001.

Two lucrative jackpots are being offered – a US$10,000 jackpot and a US$50,000 ‘Super Jackpot’. These are based on a formula, which involves winning a defined number of races for the Krombacher jackpot. The athlete then becomes eligible for the ‘Super Jackpot’, which can be won by notching up points for track records at specific events, including the Olympic Winter Games in Salt Lake City.

The total jackpot amount of US$60,000 is being financed by Krombacher. Unlike skiing and other alpine sports, prize money for luge is relatively low and this new incentive is adding to the appeal of the sport.

Krombacher is actively involved in sport, with broadcast sponsorship of Formula One and Champions League on RTL as well as being a sponsor of the UEFA Cup matches on German television.

Oscar Frei, Chairman of KirchSport, said: ‘Krombacher’s willingness to support the sport of luge shows just how effective winter sports can be in reaching a key target audience, with excellent reach into the company’s most important markets’.

According to an independent study by the Institute for Media Analysis IFM (Karlsruhe) based on the past season, FIL competitions have been seen in the past season by a total of 425 million viewers, with more than 20 hours of live coverage in Germany alone. On Eurosport, FIL races were broadcast for 38 hours, mostly live coverage.

For further information please contact:

KirchSport AG
John Kristick
+41-41-723-1515