"Engagement naturally enhances sponsorship" - Q&A with IBU Secretary General Max Cobb

Biathlon is rapidly evolving. To explore how these changes are transforming sponsorship and fan engagement, we spoke to Max Cobb, Secretary General of the International Biathlon Union (IBU). Cobb shares insights on how the IBU is adapting its commercial strategies, leveraging partnerships, and preparing for a digitally-focused future.

Digital-first content and athlete-driven media are becoming key pillars of sports sponsorship. How is the IBU integrating this into its commercial strategy?

Digital engagement is a major focus for the IBU, and we’ve taken concrete steps to integrate athlete-driven media into our strategy. We recently hired an athlete content creator to bring fans closer to the sport through an authentic, behind-the-scenes perspective. At the same time, we launched an AI-driven Biathlon Content Hub, making it easier than ever to access and distribute engaging content. These initiatives create new opportunities for sponsors to connect with younger, digitally-savvy audiences in a more meaningful way.

Have stakeholders, including sponsors, requested these innovations? What prompted their development?

These innovations were driven by our own understanding of the evolving media landscape and the needs of our stakeholders. Our broadcasters wanted more ways to showcase their nation’s athletes, while sponsors saw value in increased exposure beyond the world feed, particularly on digital channels. In response, we introduced an AI-powered shooting lane camera system and the Biathlon Content Hub, ensuring broader visibility for all parties. At the same time, these innovations benefit National Federations and athletes, providing them with near-to-live content that enhances their own engagement efforts.

The IBU aims to grow viewership and engagement. How does this strategy enhance commercial opportunities?

By entering new markets, we’ve seen significant audience growth—this season alone, average audiences for a single competition have risen by 15% in France, 12.5% in Poland, and an impressive 40% in Switzerland.

At the same time, digital engagement has soared, with millions of views on competition clips featuring sponsor branding. Higher and more engaged viewership naturally enhances sponsorship value, making biathlon an increasingly attractive platform for brands.

Our extended partnership with Infront through 2030 further strengthens this by providing a stable and innovative platform for sponsors to activate their brands effectively.

BMW has been a title sponsor for over a decade. How do long-term partnerships like this shape biathlon's commercial appeal?

Long-term partnerships like BMW’s are invaluable to biathlon’s commercial appeal. They provide credibility, consistent investment and a strong foundation for the sport’s marketability. Beyond visibility, BMW uses biathlon as a platform to promote its sustainability initiatives, showcasing its electric and hybrid vehicle fleet to an engaged audience. These enduring relationships don’t happen by chance—Infront has played a key role in developing and sustaining them, ensuring mutual value for both the sport and its partners.

Looking ahead, how do you see sponsorship in biathlon evolving?

Sponsorship in biathlon is evolving towards more personalised and digitally integrated partnerships. We anticipate AI-driven solutions playing a key role in delivering tailored content, ensuring sponsors connect with fans in a more relevant and engaging way. Brands will also become a more seamless part of the athlete’s race day communication, enhancing visibility beyond traditional placements. At the same time, sustainability remains a major focus, particularly given the challenges facing winter sports. With Infront’s expertise, we’re committed to ensuring authenticity through innovative activations and sustainable sponsorship models that benefit both partners and the sport’s long-term future.