Ski sponsoring boom: 1.68 billion euros for Austria's athletes!

Ski sponsoring boom: 1.68 billion euros for Austria's athletes!

Kitzbühel, Österreich - Austrian sport achieved an impressive record in the field of sports sponsoring in 2024. According to a study by the FOCUS market research institute, an 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 is given to Austrian sport, especially in winter sports. Above all, Slalom-Ace Manuel Feller, 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 Die Krone reported.

strong ranking of the winter athletes

Feller leads the list, followed by the popular ski jumper Stefan Kraft with around six million euros. The former superstar Marcel Hirscher, who celebrated a short comeback, also came in fifth place with 3.4 million euros, despite his limited participation. The study shows that 84 percent of the advertisers were on men's sports, which illustrates a clear gender difference in visibility and advertising. In the consideration of individual sports, the Alpine Ski-Sport is ahead, with a total of 30 percent in the total advertising volume, closely followed by football with 24 percent and Formula 1 with 19 percent, such as OE24

A special focus is on the prestigious Kitzbüheler Hahnenkamm race, which in 2024 had an advertising value of almost 47 million euros. Among the sporting events, the streak 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 sponsoring market, which continues to focus on the alpine athletes.