Official Timing Partner: Polar increases its presence at the E.ON IBU World Cup Biathlon

Infront secures the producer of heart rate training technology for an expansion of its involvement in biathlon

Büttelborn, Germany / Salzburg, Austria - Polar, the market leader for heart rate training technology, will be the Official Timing Partner for the E.ON IBU World Cup Biathlon from the 2012/13 season onwards. The contract was signed with Infront Sports & Media, marketing partner to the International Biathlon Union (IBU). The commitment includes the 2013 IBU World Championships Biathlon in Nove Mesto, Czech Republic.

Polar decided on the continuation of its sponsorship commitment to cover the entire season following its involvement as Official Timing Partner over the second half of the 2011/12 E.ON IBU World Cup. The brand is supplementing its previous engagement as supplier to the German national teams in biathlon, cross-country skiing, nordic combination and ski-jumping, based on the partnership with the German Ski Association (DSV).  Also on a global level, Polar is active as a sponsor to many associations. The Polar logo and brand will be visible in all TV graphics relating to time measurement from the first World Cup competition in Östersund, Sweden onwards.

Polar training computer to be spotlighted further

Mark D. Seng, Marketing Director of Polar Electro GmbH Deutschland, comments on the commitment: “Polar has been a pioneer and market leader in heart rate measurement technology in both professional and recreational sport for 30 years already. Many world-class athletes train with our Smart Coaching function to obtain an optimal balance of training pressure and regeneration in order to accomplish maximum performance. During the competitions, our high-tech training computers can be seen on many athletes’ wrists. In biathlon, where precision plays an integral role, it is our goal - as timing partner - to further spotlight our Polar training computer as the ideal training and competition aid. ”

Thomas Pfüller, IBU Vice President for Marketing, adds: “We are delighted that, together with Infront, we can continue a successful collaboration with yet another partner. The Polar brand matches our dynamic sport perfectly - the modern heart rate measurement technology is ideally suited to document the diverse requirements and physical pressures in biathlon.”

Michael Witta, Managing Director of Infront Austria, says: “After an initial testing phase last season, Polar has decided on a longer-term involvement, which confirms the impact and efficiency of the E.ON IBU World Cup as a marketing platform. In biathlon, where time measurement is a key factor of the competition, Polar will - due to the logo integration on TV inserts - achieve a high brand presence in key markets like the German speaking region and Scandinavia.”

About Polar

Since its foundation in 1977 Polar Electro has been a pioneer for the entire heart rate measurement field in both professional and recreational sport. The company, with more than 30 years of experience, is a global leader in heart rate oriented training technology offering simple solutions for athletes who want to raise their training to a higher level.