Audi will remain title sponsor and exclusive automotive partner of the FIS Alpine Ski World Cup through the end of the 2029/2030 season. Announced October 22 in Sölden, Austria, the extension covers the women’s and men’s alpine World Cup, along with the FIS Alpine Ski World Championships in 2027 and 2029.
The agreement continues a relationship that began with the 2002/03 season. Alongside its branding at competition venues and presence in broadcast and digital coverage, Audi will continue providing a vehicle fleet for transportation at World Cup events.
The global extension is accompanied by renewed national partnerships and a broader commitment in Germany. Audi also confirmed that cooperation with ski associations in Italy, Austria, Finland, Norway, Sweden, Slovenia, France and Germany will continue.
FOUR MORE DISCIPLINES IN GERMANY
Beginning with the 2026/27 season, Audi’s partnership with the German Ski Association will expand to include biathlon, ski jumping, cross-country skiing and Nordic combined. The expansion marks Audi’s first sponsorship involvement in biathlon.
Audi has worked with the German Ski Association since 1984. Adding four disciplines broadens that longstanding relationship beyond alpine skiing, giving the brand a presence across more of the winter sports calendar.
While the announcement establishes the duration and scope of the expanded commitments, Audi has not disclosed financial terms.
SWEDISH PARTNERSHIP APPROACHES 30 YEARS
Separately, Audi Sweden has extended its agreement with Ski Team Sweden Alpine through 2028. That takes the partnership through its 30th anniversary in 2027, following the start of the relationship in 1997.
The Swedish agreement maintains Audi’s support of the national alpine team alongside its sponsorship of the international series in which those athletes compete. Together, the national and global contracts give Audi continuity from the team level to World Cup competition.
The announcements come ahead of the October 24–25 World Cup season opener in Sölden, with women’s giant slalom scheduled for Saturday and men’s giant slalom on Sunday.
A LONGSTANDING CONNECTION TO WINTER
Winter sports remain a logical setting for Audi’s marketing, particularly given quattro’s place in the brand’s identity. The Swedish announcement draws on that history, tracing the all-wheel-drive system’s origins to winter testing in Sweden during the late 1970s.
That connection gives these agreements a product link as well as a branding role: Audi supplies vehicles used at the events, where winter driving is part of the transportation requirement. The latest extensions preserve that association through the end of the decade while expanding the range of sports carrying the four rings.
