Munich (pps) BMW Germany will put his commitment to the sport of luge on a new level: effective immediately BMW is the Official Partner of the International Luge Federation, FIL. Within the partnership, intended to run for several years, BWM will act on an international level as “Official Main Sponsor of the FIL World Cup”, “Official Partner of the FIL Luge World and European Championships”, “Official Automobile Sponsor for the FIL Luge World Cup and the Federation” as well as “Official Presenting Sponsor of the FIL Luge World Cup Team Relay”. The partnership was arranged by Infront Sports & Media, the marketing partner of the International Luge Federation (FIL).

The sport of luge stands for dynamic, efficient and technical perfection – these are key words that equally match the BMW brand and the BMW EfficientDynamics technology package, according to a company press release. Moreover, the sport of luge, which enjoys good media coverage on TV, is popular among BMW clients. With immediate effect, BMW will be prominently displayed, among others, on banners at the ice labyrinths at all Luge World Cup events as well as World and European Championships.
Josef Fendt, President of the International Luge Federation, FIL:

“Our federation is very proud to collaborate with an international brand such as BMW as Official Partner of our World Cup series. For many years BMW has given proof of their valuable support of winter sports. For the upcoming 2014-2015 season we are planning to introduce a special BMW scoring system, mutually developed by BMW and FIL. This is why I’m very happy that our international federation now has such a strong partner as BMW on its side.”

Friedrich Edel, Head of Sports Marketing BWM Germany:
“We are very happy to further expand our commitment in winter sports within the framework of our partnership with the FIL. Dynamic and efficient are common attributes of our automobiles and luge sleds. Both are high-tech – and from our point of view it is a perfect fit. With regard to the upcoming years it is important for us to introduce new accents in international luge and to create additional values for athletes and fans.”