Continental Tire signs global partnership with International Biathlon Union

Continental Tire announced Thursday that it has signed a global partnership with the International Biathlon Union (IBU).

The agreement spans four seasons, from 2026/27 through 2029/30, and covers major events including the Lavita IBU World Cup, the IBU World Championships and the Loop One Festival.

Biathlon is a winter sport combining cross-country skiing and rifle shooting, demanding endurance and precision marksmanship under constantly shifting snow and weather conditions. Continental Tire said it was drawn to the sport because those demands closely mirror the stable performance and precise control required of winter tires across varied road surfaces.

Through the partnership, Continental Tire plans to raise brand awareness in key European winter sports markets and expand its reach among biathlon fans.

The company is particularly focused on the high rate of car ownership and driving frequency among biathlon fans. An analysis of biathlon fans in Europe found that 88 percent own at least one vehicle and 80 percent drive on a relatively regular basis.

"We are delighted to welcome a world-class brand like Continental as a new partner of biathlon," said Felix Bitterling, IBU commercial and marketing director. "Continental's values of quality, innovation and performance align well with the direction that biathlon and the union are pursuing. We look forward to connecting with biathlon fans around the world on an even broader scale through this partnership."

Nico Kyriazopoulos, head of Continental Tire Korea's replacement tire division, said the precise control that biathlon demands in changing winter conditions reflects values the company has long prioritized in developing winter tires. "Road conditions and temperatures in Korea can shift at any moment during winter, and we will use this partnership as an opportunity to raise awareness about the importance of safe driving preparation and choosing the right tire for road conditions," Kyriazopoulos said.

Meanwhile, Continental Tire continues to strengthen its ties with global automakers, including supplying its EcoContact 7 S summer tire as original equipment for Volvo's new all-electric EX60.