The International Biathlon Union (IBU) and NeH Svenska AB and are proud to announce a four-year strategic partnership aimed at developing and elevating the merchandising program for IBU events, including the IBU World Championship, the World Cup events, and the annual Loop One Festival. With a shared vision to strengthen the biathlon brand and maximize merchandising revenue, this collaboration marks a significant step in promoting biathlon to fans, partners, and stakeholders globally.

The partnership kicks off at the season opening Loop One Festival, taking place October 18–19, 2025 in Munich. NeH and IBU worked closely to create engaging event experiences for spectators while also launching a partner activation program to make it easy for all biathlon partners to leverage their sponsorships through merchandise.

Max Cobb, Secretary General, IBU:

“We are delighted to partner with NeH Svenska AB, a company with a proven track record of developing and managing successful merchandise programs for major events and federations. NeH’s expertise has been evident in their organization of ‘Skidskyttekampen’ at Stockholm Stadion. We look forward to working closely with the NeH team to ensure this partnership benefits the entire biathlon family and fans worldwide.”

Fredrik Jacobsson, COO, NeH Svenska AB:

“NeH is very proud that IBU has selected us as their long-term merchandising partner. We are fully committed to delivering a dynamic and successful program in close cooperation with IBU and to supporting the growth of the biathlon brand and its events at every level.”

By harnessing NeH’s extensive experience and IBU’s global reach, the partnership aims to bring new energy and creativity to biathlon merchandising and fan engagement, setting new standards for the sport’s commercial success.

About NeH Svenska AB: NeH Svenska AB is one of the Nordic region’s leading players in promotional and merchandise products. With extensive experience in developing and delivering branded products and official merchandise for major events, organizations, and companies, NeH helps its clients strengthen their brands through innovative and high-quality product solutions.