Bobsleighing has grown from a “niche” sport to an exciting, annual highlight on the winter sports calendar. With steady growth in the international television audience and market share (see chapter “TV and Media“), the FIBT competitions now present an attractive and cost-effective marketing platform for companies that are looking for sponsorship opportunities that generate high brand awareness.

The continuously increasing appeal of bobsleigh goes back to some basic components responsible for the long-term establishment of the Olympic sport:

• Cost effective advertising opportunities with cost per thousands of viewers at approximately $0.30-$1.00
• Unique sponsor exclusivity and brand visibility resulting from the limitation of sponsors