Haier to make winter sports debut at Nordic World Ski Championships
Haier, the Chinese home appliances manufacturer, has been named as a sponsor of this year’s FIS Nordic World Ski Championships, which will take place in the Austrian resort of Seefeld.
Under the deal brokered by Infront, the international sports marketing agency, Haier will receive branding on the start numbers, leaderboard and the flower ceremony backdrop at the championships, which take place from 20 February to 3 March.
The championships will mark the first time Haier sponsors winter sport, and its package of rights includes promotional rights, a hospitality quota and integration within all print products relating to Seefeld 2019.
As the main sponsor for ski jumping, it will have a presence on the back wall and the exit gate at the competitions.
Thomas Wittling, managing director of Haier Deutschland, the German arm of the company, said: “As a specialist in refrigeration, freezing and white goods in general, the Haier brand has a natural affinity for winter sports. The FIS Nordic World Ski Championships are a top-class sporting event with first-class media coverage that thrills millions of people in Germany, Austria, Switzerland and beyond. It is therefore the perfect platform to make the Haier brand more present and better known.”
Haier is one of seven main sponsors of Seefeld 2019 secured by Infront, which is the exclusive media and marketing partner of FIS, the international ski federation, and responsible for distributing media and commercial rights to the Alpine World Ski Championships and Nordic World Ski Championships through to 2025.