The sports marketing agency, Infront, has strengthened its long-standing relationship with the International Luge Federation (FIL), extending its exclusive commercial partnership through the end of the 2029-30 season as the governing body embarks on a new chapter with the launch of a refreshed global brand identity.
The renewed agreement continues a collaboration that began in 1998 and will see Infront remain responsible for managing FIL’s central commercial rights, including sponsorship sales, marketing, commercial activation, trackside advertising and partner integration across the FIL World Cup and World Championships. By the conclusion of the new deal, the partnership will have spanned more than 30 years, making it one of the longest-running commercial relationships in international winter sport.
The extension comes at a significant moment for the federation, with the FIL World Cup set to celebrate its 50th anniversary during the 2026-27 season. Alongside securing long-term commercial continuity, FIL has unveiled a modernised visual identity designed to strengthen the sport’s global presence across broadcast, digital and event platforms.
Developed in collaboration with Infront, the new branding retains key elements of FIL’s heritage while introducing a more contemporary identity. The redesigned wordmark features a distinctive curved “F” inspired by the blade of a luge sledge, while a green track graphic represents the ideal racing line, sustainability and the federation’s long-term vision for the sport.
Bruno Marty, Senior Vice President of ProSports at Infront, said, “A long-term partnership like this is rare in any sport, and something we always work towards and value. This extension is a continuation of our leading position in winter Olympic sports, giving us the best possible platform to keep developing the commercial programme with FIL and ultimately growing luge into the best possible proposition for all stakeholders.”
FIL Secretary General Dwight Bell added, “It is not only shared words, but shared values that connect Infront and the FIL: speed, precision, professionalism, to name just a few. Above all, however, the renewal of our partnership is a testament to the commitment of both Infront and the FIL to shaping the future of luge in a sustainable and successful way.”
FIL President Einars Fogelis continued, “It is in the nature of time that visual identities evolve – and rightly so. For an international sports federation like the FIL, modernising the logo marks several important moments at once. On one hand, we are proud to have retained all the elements of the previous design – a testament to connection, appreciation and continuity. On the other hand, the new logo is forward-looking – it stands for openness, sustainability and for what we are: the fastest sport on ice. My thanks go to our partners and friends at Infront – great job, guys!”
Hansjörg Jeserznik, Managing Director of Infront Austria, shared, “Our work on the rebrand with FIL provides a clearer and more consistent identity across every touchpoint, from broadcast to digital and on-site. We wanted to find a way to properly reflect the fundamentals of the sport, allowing it to integrate the needs of our current and future commercial partners whilst paying tribute to the sport’s long-standing position as a premium winter property.”
Together, the long-term rights extension and the introduction of a modernised brand identity position FIL for its next phase of commercial growth, providing a stronger platform to expand the sport’s international reach, deepen fan engagement and unlock new partnership opportunities in the years ahead.
