A1, an Austrian telecommunications firm, has entered into a deal to sponsor both the 2023 and 2025 Alpine World Ski Championships.

Under the new sponsorship deal, A1 becomes a main sponsor for this year's edition and will have its logo displayed “on the start numbers, the leaderboard, and in selected competitions on corresponding advertising spaces at the start and along the route."

This year's event, which began yesterday (February 6) and will end on February 19, is taking place across the Courchevel and Meribel skiing locations in the French Alps. The latter event will be staged in Saalbach, Austria, between February 4 and 16, 2025.

A1 joins brands including Würth, Liqui Moly, POMA, and Longines, as a main commercial partner.

Marcus Grausam, chief executive at A1, has said: “A1 and skiing combine the topics of technology and speed, and the will to keep getting better. Where better to see this connection than at the FIS Alpine World Ski Championships?

“We are therefore proud to be the main sponsor of both the 2023 World Championships in Courchevel/Méribel and the 2025 home World Championships in Saalbach.”

The tie-up was brokered by the Infront sports marketing agency, the rights partner of the FIS, skiing’s international governing body.

Infront is the exclusive marketer of all media and commercial rights to most top-tier FIS competitions until after the 2025 Alpine event. It distributes worldwide media rights across all platforms and territories, as well as sponsorship and hospitality packages.

Michael Witta, Infront’s vice president of marketing sales and services, added: “As the official main sponsor of one of the top events in winter sports, A1 benefits greatly from the extensive media reach, a strong brand presence, and professional implementation on site. In this way, A1 can position itself in relation to an attractive and relevant target group in the long term.”

This deal adds to an existing partnership, which began 25 years ago, between A1 and the Austrian Ski Association.