On 18–19 October, the International Biathlon Union will launch the first-ever Loop One Festival (LOF) in Munich’s Olympic Park. This new event is designed to present biathlon in a fresh setting — an iconic urban environment — and to connect both with new audiences (families, experience seekers, urban actives) and existing fans. To maximise its reach, the IBU has prepared a targeted marketing campaign and invited National Federations to share the festival among their fan communities.

The LOF will combine world-class sport with concerts, entertainment, and family-friendly activities, while adhering to IBU’s sustainability standards. It will also feature youth and para-biathlon competitions. Positioned just five weeks before the start of the World Cup season, the festival will serve as the official opener of the biathlon season.

To build awareness and excitement, the IBU has developed a dedicated marketing strategy with a strong focus on Munich and the surrounding region. A new social media channel 🎯 LOOP ONE | Urban Biathlon Festival, Instagram: @looponefestival has been launched to reach younger audiences and promote both the festival and the sport.

PR and promotional activities will roll out from mid-September and intensify until the festival begins. Messaging is cantered on three main themes:

Biathlon in the city

World-class sport brought to an iconic urban stage.

Festival for all generations

A unique mix of sport, music, and family fun.

Start of the new season

Loop One officially opens biathlon’s winter journey.

We invited all National Federations to help promote Loop One among their fan communities. By amplifying the event through NFs’ channels, they will play a key role in ensuring the success of Loop One Festival and in showcasing biathlon to broader audiences.