FIL Unveils New Brand as Long-Standing Infront Partnership Extends to 2029/30
Salzburg, Austria / Berchtesgaden, Germany – The International Luge Federation (FIL) has introduced a new brand identity alongside the extension of its long-standing partnership with Infront through to the end of the 2029/30 season.
The announcement marks almost 30 years of collaboration between FIL and Infront, a relationship that began in 1998 and has evolved from a traditional marketing agreement into a broad commercial and brand development partnership.
The new agreement continues to grant Infront responsibility for the commercialisation of parts of FIL’s key sponsorship assets across the FIL World Cup and World Championship events, as well as trackside branding and event visibility.
A new identity for a global sport
The rebrand, created by Infront, introduces a refined visual identity built around a simplified and recognisable FIL wordmark, designed to strengthen clarity and consistency across digital platforms and international markets.
The new look reflects the core attributes of luge as a sport defined by speed, precision and control, while providing a more flexible system for use across broadcast, social and event environments.
At the heart of the identity is a simplified wordmark that incorporates several elements of the sport. The distinctive curve of the "f" is inspired by the shape of a luge runner, while the sweeping forms of the logo also evoke the globe and the international nature of the federation. The green sled represents the ideal racing line and FIL's commitment to innovation and sustainability, while the forward-leaning typography conveys the speed and dynamism at the heart of luge.
The launch builds on earlier collaboration between FIL and Infront on the development of the FIL Luge World Cup branding, further extending the federation’s efforts to modernise its presentation and engage global audiences.
FIL President Einars Fogelis said: "It is in the nature of time that visual identities evolve – and rightly so. For an international sports federation like the FIL, modernising the logo marks several important moments at once. On one hand, we are proud to have retained all the elements of the previous design – a testament to connection, appreciation and continuity. On the other hand, the new logo is forward-looking – it stands for openness, sustainability and for what we are: the fastest sport on ice. My thanks go to our partners and friends at Infront – great job, guys!"
Hansjörg Jeserznik, Managing Director of Infront Austria said: “Our work on the rebrand with FIL provides a clearer and more consistent identity across every touchpoint, from broadcast to digital and on-site. We wanted to find a way to properly reflect the fundamentals of the sport, allowing it to integrate the needs of our current and future commercial partners whilst paying tribute to the sport’s long-standing position as a premium winter property.”
Extension through to 2029/30
The renewed marketing agreement secures the continuation of the partnership into the next cycle, extending Infront’s role as FIL’s commercial partner through to the end of the 2029/30 season.
The extension provides continuity for FIL as it enters a milestone period for the sport, including the 50th FIL World Cup season in 2026/27.
Bruno Marty, Senior Vice President of ProSports at Infront said: “A long-term partnership like this is rare in any sport, and something we always work towards and value. This extension is a continuation of our leading position in winter Olympic sports, giving us the best possible platform to keep developing the commercial programme with FIL and ultimately growing luge into the best possible proposition for all stakeholders.”
FIL Secretary General Dwight Bell said: "It is not only shared words, but shared values that connect Infront and the FIL: speed, precision, professionalism, to name just a few. Above all, however, the renewal of our partnership is a testament to the commitment of both Infront and the FIL to shaping the future of luge in a sustainable and successful way."
