The International Ski and Snowboard Federation (FIS) and luxury German car brand Audi have extended their partnership for the 2026-2030 Olympic cycle. As a part of the extension, Audi will continue to be the title sponsor of FIS Alpine World Cups and will be an official partner of the FIS Alpine World Ski Championships. Audi is one of FIS’s most recognizable and longstanding partners.
“This partnership has been built on trust, shared values, and a long-standing commitment to excellence. Audi has been a key partner in the continued growth and professionalization of Alpine Skiing, helping to elevate the visibility and global appeal of our sport worldwide,” FIS President Johan Eliasch said in the extension announcement.
The FIS and Audi have been long-term partners, with their history extending back over 20 years. Collaboration began during the 2002-03 season, with Audi sponsoring the Alpine Skiing World Cup. It was that year that Audi became the title sponsor for the World Cup. Audi and FIS have remained close since that season, with multiple contract extensions over the years.
In 2017, Audi renewed its agreement with the FIS through 2022, marking the 16th consecutive season of the collaboration. The carmaker extended the relationship again in 2022, solidifying its position through 2025-26.
Today, Audi is not going anywhere, once again extending the relationship through 2030. From now until the next Olympics, Audi will have a presence at FIS’s biggest alpine skiing competitions.
At events, Audi branding will be “prominently displayed around competition venues, across television broadcasts, and throughout digital and online media coverage,” according to the announcement. With its continuous presence over the years, the four-ring logo has become a familiar sight at races all over the globe, appearing on bibs, start gates, finish areas, and broadcast coverage. For Audi, this partnership perfectly aligns with its brand identity.
“Winter sports are an ideal platform for us. Winter, ice, and snow — these are the conditions in which Audi feels very much at home. We look forward to exciting competitions and want to work together to get even more people excited about the various disciplines,” Peter Schwarzenbauer said in an AudiBlog article. Schwarzenbauer is a former member of the Executive Board of Audi.
More than 20 years after the agreement first began, the Audi-FIS collaboration remains a staple of alpine skiing competition, with no signs of slowing down as it pushes towards its third decade.
