A skier shortly before crossing the finish line in Kitzbühel. An Audi logo and the words Kitzbühel and e-tron can be seen on the red finish arch.

Audi and winter sports: an enduring partnership

After almost four decades, AUDI AG is one of the longest-standing winter sports partners. Find out more about the company’s involvement with the International Ski Federation FIS, the national associations, the Hahnenkamm Races in Kitzbühel and the professional skier and brand ambassador Aleksander Aamodt Kilde.

Audi has been defining the appearance of the Alpine Ski World Cup’s international venues as partner of the International Ski Federation FIS since 2002. In fact, Audi is one of the leading automotive brands involved in winter sports, above all as partner of the ski associations in winter sports nations such as Germany, Austria and many more. Highlights include famous venues and spectacular races such as the Streif downhill course above Kitzbühel in Austria or the Lauberhorn downhill course in Wengen, Switzerland.

Audi shapes the Alpine Ski World Cup

As long-standing partner of the International Ski Federation FIS, Audi defines the appearance of the international Alpine Ski World Cup venues. Fans can see the Audi branding at the location, on TV and in the online media. In addition to its involvement in international alpine skiing, Audi has extended its partnership with the German Ski Association (DSV), which was established in 1984. Audi will be the team and automotive partner of the German national alpine skiing, ski cross and freeskiing teams over the next few years.

Audi extends premium partnership with the Hahnenkamm Races in Kitzbühel

Audi has extended its successful partnership with the Hahnenkamm Races in Kitzbühel and can look back on more than 20 years of successful cooperation with the organiser and the town of Kitzbühel.


The Hahnenkamm Races are the annual highlight of international winter sports and the alpine racing calendar. They take place every year in January in Kitzbühel, Austria.

Passion and the pursuit of a competitive ‘Vorsprung’ – have connected Audi with the Hahnenkamm Races since 2001. The Streif downhill course is a particular source of fascination for both local and global fans. We are very proud to be taking this partnership forward together.”

– Hildegard Wortmann, Director of Sales and Marketing at AUDI AG

Together for the sport and the fans

With its presence in the sport, Audi continues to clearly focus on the skiing experience for TV viewers and live spectators. The full-surface LED staging of the start house is an impressive example of how AUDI AG implements modern marketing concepts in 360-degree communication.

Partnership between Aleksander Aamodt Kilde and AUDI AG

Aleksander Aamodt Kilde is regarded as one of the best and fastest skiers in the world. His greatest achievements to date include winning the World Cup overall title in the 2019/2020 season and winning the legendary Hahnenkamm Race in Kitzbühel in 2023.


Kilde has been part of the Audi family for around a year as the car manufacturer’s official brand ambassador. Audi and Kilde share common values, such as the pursuit of progress and the aspiration to constantly improve and perform at the highest level.


Passion for the sport, stamina and personal commitment to optimum performance and the achievement of goals make this partnership very special.

Skier Aleksander Aamodt Kilde in the jump. In the background, red boards with the Audi logo and e-tron lettering.


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