The International Biathlon Union (IBU) today announced that following an internal structural review process, a new IBU Marketing Department will be created at the end of this season and be headed up by marketing expert and former IBU Sport & Events Director Felix Bitterling.

Bitterling will bring extensive marketing experience and a deep knowledge of biathlon to the IBU having served as Sports Director for Biathlon at the German Ski Association (DSV) since 2022, prior to which he worked in various roles at the IBU over 12 years, most notably as IBU Sport & Events Director for 4 years. Before joining the IBU, Bitterling, a sports management graduate, served in several sports marketing roles in football and golf. Bitterling will leave his role with the DSV at the end of the biathlon season in spring 2026.

The formation of a dedicated marketing department is part of the structural process within the IBU’s Strategic Plan “Target 2030”, through which the federation aims to ensure the long-term economic stability of biathlon and further develop its collaboration with partners and the media.

IBU President Olle Dahlin said:

“We are delighted to welcome Felix back to the IBU to lead our newly formed Marketing Department. Felix’s strategic insight, combined with his wealth of knowledge in biathlon and marketing, perfectly positions him to lead the department. We are excited by the opportunities Felix and his department will create for the IBU as we look to achieve our overall objective of ensuring significant growth in the interest and commercial value of biathlon.

“We would also like to thank the German Ski Association for the extremely open and fair dialogue during this transition process – a reflection of our mutual respect and our shared goal of further advancing the sport of biathlon.”

Looking ahead to the change in positions, Bitterling said:

“My time at the DSV was extremely rewarding for me, both professionally and personally. I had the privilege of working with great people and contributing to many exciting developments.

“I look forward to bringing my experience to the IBU and further developing the sport of biathlon internationally. For now, however, my full focus is on the Olympic winter – we have big plans for the German biathlon team this season. It was important to me to communicate this step early in order to ensure transparency within the team and to give the federation sufficient time to identify a successor and to guarantee a smooth transition to my successor.”

Photo: IBU