Würth has a longstanding history of supporting winter sports, partnering with global events that celebrate endurance and precision — qualities that align perfectly with their brand.
The global leader in assembly and fastening materials has now been announced as a Main Sponsor at the FIS Nordic World Ski Championships in Trondheim 2025, and its visibility will include prime placements on start backdrops, competition bibs, and banners in the outrun area, offering an ideal platform for engaging with winter sports fans worldwide.
This sponsorship is a continuation of Würth’s commitment to winter sports, following successful partnerships at the FIS Nordic World Championships in Oberstdorf 2021 and Planica 2023. Here Fritz Hollweck, Head of Sport sponsoring at Würth discusses why the company continues to see winter sports sponsorship as beneficial.
For us at Würth, winter sports feel like a natural fit. Winter sports — whether it’s biathlon, alpine skiing or cross-country — embody precision, endurance, and technical excellence. These are the same qualities we aim to deliver with our products and services. So, sponsoring winter sports feels authentic and underscores Würth’s brand values.
Winter sports inspire people around the globe. For a globally active company like Würth, this broad international appeal is an ideal platform to be visible worldwide and to connect with values such as precision, endurance and team spirit.
We’re all about making our sponsorships work hard, and we don’t just rely on the media value play – having logos and banners everywhere to get noticed. One thing we love to do is bring our clients and partners into the action. At the Biathlon World Championships, for example, we invited 135 key clients. It’s a special way to build relationships by sharing an exciting experience with them.
We also try to keep things engaging by combining event sponsorship with customer involvement. Our campaigns mix product promotions with event-related activities to make it memorable for customers. This extends to social media, in-store displays, email newsletters, and online ads, so we’re reaching people wherever they are and keeping the message consistent across all our channels.
Our aim with any sponsorship is to create a meaningful presence. At these events, we make our mark by setting up service trucks and hospitality areas to showcase our products. It’s one thing to see a logo, but we want people to see Würth in action — right there, where reliability matters most.
We’re very proactive about sharing our involvement in winter sports. We put out articles and social media posts that give a behind-the-scenes look at how our tools support these events, like prepping biathlon tracks or maintaining athletes’ equipment. Plus, we bring the excitement of winter sports into our stores with themed displays and competitions. This way, our customers can feel part of the event even if they’re far from the slopes.
There’s a lot that these sponsorships bring to the table. Hosting clients at events helps us go beyond business. We’re creating connections that are memorable and meaningful. Those 135 clients we hosted at the Biathlon World Championships, for example, are now part of a shared experience with Würth that goes beyond just a product purchase.
Sponsoring major events also brings us into the spotlight in a way we couldn’t otherwise. Our biathlon sponsorship at the World Championships in Nove Mesto, for instance, was our best-performing short campaign in terms of cost efficiency (in Czech Republic), which shows that the investment is paying off. In addition it also delivered 1,270 new or reactivated customer accounts and a reach of over 1.5 million people in Czech Republic. And then there’s the community aspect. Winter sports give us a way to connect with passionate, dedicated fans all around the globe. We’re building goodwill and a strong presence in key communities that share our values of endurance, precision, and quality.
Infront has been a fantastic partner, helping us take our sponsorships to the next level. They understand how to make a real impact and work closely with us to create unique, event-specific experiences that resonate with our audience. Infront tailors each experience to fit our brand’s style and values whether it’s VIP events or customer competitions.
They also coordinate our campaigns across multiple channels, making sure our message is consistent and impactful from social media to digital ads to on-site activations. They also help us secure valuable media placements by working directly with event organisers. This ensures we’re seen by the right audiences and that our sponsorships have maximum reach and visibility.