The International Biathlon Union (IBU) and NIBE, a leading provider of energy-efficient and sustainable climate solutions, today announced a new strategic partnership that will see the brand join the IBU ecosystem as a Premium Sponsor across the IBU World Cup, IBU World Championships and LOOP ONE Festival. The agreement was brokered by Infront, the IBU's exclusive global marketing partner.

Rooted in its Nordic heritage, NIBE has built its business around harnessing renewable energy through intelligent, energy-efficient technology. Its climate solutions, spanning heating, cooling, ventilation and hot water, are designed to reduce energy consumption and carbon emissions from buildings, helping households and businesses move away from fossil fuel-based heating while maintaining a comfortable indoor climate. By leveraging the global reach of biathlon and NIBE's expertise in energy-efficient climate solutions, the collaboration aims to create meaningful connections with fans while promoting a more sustainable future.

NIBE will enjoy a significant presence across the IBU's premier events and platforms. The partnership includes extensive branding and activation rights, featuring venue advertising, start number placements at select locations, rifle stickers, warm-up area branding, press conference and victory ceremony backdrops, stadium advertising, fan activation spaces, hospitality opportunities and VIP experiences. It will also benefit from logo integration across IBU platforms, promotional rights and a range of additional marketing assets designed to maximise engagement both on and off-site.

Felix Bitterling, Commercial & Marketing Director of the IBU, said:

"With NIBE, we are welcoming a strong and renowned brand, which is proud of its Nordic heritage, to the Biathlon family. As the IBU works towards reducing biathlon's environmental impact, partnering with a company like NIBE is a natural and strategic fit. Together with NIBE’s experience, the IBU will further create opportunities to integrate sustainable technology into our event delivery and develop future-oriented solutions. Biathlon provides a great platform and wide visibility to showcase NIBE’s products and ambitions for energy-efficient and sustainable climate solutions.”

Maria Hägg, Head of Marketing & Communications at NIBE, added:

"Partnering with the IBU provides a unique opportunity to engage with passionate winter sports fans who share our appreciation for nature and the environment. At NIBE, we have spent decades developing energy-efficient climate solutions that help reduce energy use and carbon emissions from buildings. Through this partnership, we want to create engaging experiences for fans while raising awareness of the role intelligent, renewable energy technologies can play in the transition to a more sustainable future.”

Michael Witta, Senior Vice President Marketing Sales & Services at Infront, commented:

"This partnership is a strong example of how leading brands can connect authentically with passionate sports audiences through shared values. NIBE's use of technology to positively counter some of the environmental and sustainability challenges fans have in many of biathlon’s core markets makes it an excellent fit for the IBU. It’s hugely satisfying to facilitate collaborations like these that create value for all parties while creating a better experience for biathlon fans worldwide."

About NIBE

NIBE is a leading manufacturer of energy-efficient climate solutions for homes and buildings. Founded in Markaryd, Sweden, NIBE has more than 70 years of experience in combining renewable energy with intelligent technology to create solutions for heating, cooling, ventilation and hot water.

With its roots in Sweden and a presence across international markets, NIBE develops climate solutions designed to reduce energy consumption and carbon emissions while creating comfortable and efficient indoor environments. Through continued innovation and a long-term commitment to quality and sustainability, NIBE is helping drive the transition away from fossil fuel-based heating towards a more energy-efficient, low-carbon future.

Photo: IBU/Walter