Audi will remain title sponsor of the Audi FIS Ski World Cup and exclusive automotive partner of the International Ski and Snowboard Federation (FIS) until the end of the 2029/2030 season. The company is also widening its long-running deal with the German Ski Association (DSV), and from the 2026/27 season it will back biathlon for the first time.
Audi has confirmed that its winter sports programme will run for several more seasons. The renewed agreement with the International Ski and Snowboard Federation (FIS) keeps the brand as exclusive automotive partner through the end of the 2029/2030 season. It also keeps Audi as title sponsor of the Audi FIS Ski World Cup until 2030.
The company announced the extension from Sölden, the Austrian resort that traditionally hosts the opening race of the alpine World Cup season.
A partnership dating back to 2002
Audi first became involved in the FIS Ski World Cup in 2002. The new agreement covers both the women’s and the men’s alpine World Cup, plus the FIS Alpine Ski World Championships in 2027 and 2029.
As exclusive automotive partner, Audi’s branding appears at the international race venues and in TV and social media coverage of the events. The company says the FIS events offer a platform with growing media reach.
Quattro fleet for the host venues
As part of the deal, Audi supplies a vehicle fleet that handles on-site mobility at World Cup venues. According to the manufacturer, it uses models with quattro all-wheel drive for the winter conditions at the host resorts. For Audi, it is a practical showcase: the brand’s four-wheel-drive cars are seen working in snow and ice in front of a large winter sports audience.
National ski associations stay on board
Alongside the global FIS deal, Audi is continuing its partnerships with the national ski associations of Italy, Austria, Finland, Norway, Sweden, Slovenia, France and Germany. The company describes these agreements as a complement to its World Cup involvement.
The longest-running of these is with the German Ski Association (DSV), which Audi has worked with since 1984. From the 2026/27 season, that partnership expands from alpine skiing to four more disciplines:
- Biathlon
- Ski jumping
- Cross-country skiing
- Nordic combined
This is the first time Audi has supported biathlon.
What it means
The renewal ties Audi to elite alpine skiing for almost three decades in total. That makes it one of the longest-standing car-maker sponsorships in winter sport. Moving into Nordic disciplines and biathlon in Germany also puts the brand in front of a wider winter sports audience in one of its most important home markets.
The extended FIS agreement runs until the end of the 2029/2030 season, and the expanded DSV programme begins in the 2026/27 season.
Source: www.audi.com