Ski sponsorship is booming: 1.68 billion euros for Austria's athletes!

Ski sponsorship is booming: 1.68 billion euros for Austria's athletes!

Austrian sport achieved an impressive record in sports sponsorship in 2024. According to a study by the market research institute Focus, advertising value of 1.68 billion euros was generated last year, which corresponds to an increase of twelve percent compared to the previous year. This shows the immense attention that Austrian sport receives, especially in winter sports. Above all, slalom ace Manuel Feller shines, who is considered the most valuable athlete with an advertising value of seven million euros. These sums result from the visibility of the athletes in various media, such as the crown reported.

Strong ranking of winter sports enthusiasts

Feller tops the list, followed by the popular ski jumper Stefan Kraft with around six million euros. Former superstar Marcel Hirscher, who celebrated a short comeback, also landed in fifth place with 3.4 million euros in advertising value, despite his limited participation. The study shows that men's sports accounted for 84 percent of advertising value, highlighting a clear gender gap in visibility and advertising currency. When looking at individual sports, alpine skiing is ahead, with a share of 30 percent of the total advertising volume, closely followed by football with 24 percent and Formula 1 with 19 percent oe24 stated.

Particular attention is paid to the prestigious Kitzbühel Hahnenkamm Race, which had an advertising value of almost 47 million euros in 2024. Among the sporting events, the Streif was the most valuable race track with a value of 18.5 million euros. The advertising value generated by these sporting events underlines the important role of winter sports in Austria and its influence on the entire sports sponsorship market, which continues to rely heavily on Alpine athletes.