The US shoe manufacturer Skechers USA Inc. is expanding its involvement in winter sports. The brand will be present as the main sponsor at the upcoming Toboggan World Cup and the Toboggan World Championship, which will take place next January in Altenberg, Saxony.
On Wednesday, the Berchtesgaden-based world luge association Fédération Internationale de Luge (FIL) announced a corresponding partnership with Skechers, which is initially limited to the coming 2023/24 season. The collaboration was brokered by the international sports marketing agency Infront.
As part of the partnership, Skechers will present itself in a variety of ways at the upcoming luge competitions: “The agreement includes placement of the logo in the start area, along the track, on the start backdrop and on the start numbers in the women’s individual and sprint events. It will also be visible at the award ceremony and on the leader box,” the FIL said in a statement.
Christoph Wilkens, Managing Director of Skechers Germany, explained the brand’s first involvement in tobogganing: “Tobogganing is an exciting sport known for its speed and thrill,” he explained in a statement. “We are proud to support the FIL team and athletes on their journey. This partnership reflects our passion for the sport and will allow us to work even more closely with the global luge community.”