The agreement includes official sponsor status at the Luge World Cup, the European Championships in 2002, the World Championships 2003-2005, and the Super Cup on December 28, 2001, as well as title sponsorship of the Challenge Cup.
Krombacher will also finance a total jackpot amount of $60,000 (EUR67,000) for luge competitors in International Luge Federation (FIL) events.
Oscar Frei, chairman of KirchSport, said: “Krombacher’s willingness to support the sport of luge shows just how effective winter sports can be in reaching a key target audience, with excellent reach into the company’s most important markets.”
A recent independent study by the Institute for Media Analysis IFM (Karsruhe) found that in the past season, FIL competitions have been seen by a total of 425 million viewers, with more than 20 hours of live coverage in Germany alone.
The contract for title sponsorship of the Challenge Cup, which carries an option for a further three years, gives Krombacher name association with the event and identification on athletes’ number bibs.
