Helly Hansen extends Hahnenkamm Races partnership through 2030

The organisers behind one of alpine skiing’s most iconic events have secured a key commercial partnership for the remainder of the decade, with Norwegian outdoor brand Helly Hansen extending its agreement with the Kitzbühel Ski Club (KSC) and marketing agency Weirather-Wenzel & Partner (WWP) until 2030. The extension ensures Helly Hansen will continue as the official clothing partner of the legendary Hahnenkamm Races, a role it has held since 2019.

Announced in Munich in the presence of top Norwegian World Cup athletes Henrik Kristoffersen, Timon Haugan and Thea Louise Stjernesund, the renewed agreement underlines the close relationship that has developed between the apparel manufacturer and the organisers of one of the most demanding events on the FIS Alpine Ski World Cup calendar.

The partnership goes well beyond branding. Helly Hansen outfits senior race officials, the Hahnenkamm organising committee and the WWP team responsible for delivering one of skiing’s most complex annual sporting spectacles. Their work ranges from piste preparation and safety operations to logistics, infrastructure and event coordination, often in severe alpine weather conditions.

That practical role has become increasingly important as weather variability and race preparation demands continue to grow. Organisers regularly face long shifts on exposed mountainsides, making reliable technical clothing a crucial operational requirement rather than a simple sponsorship benefit.

“Preparing and executing the Hahnenkamm Races is a major team effort every year,” said KSC President and Organising Committee Chairman Michael Huber. “It requires experience, well-established procedures and reliable partners. Helly Hansen understands our requirements and has proven itself to be a highly dependable partner since 2019.”

The agreement builds on a relationship that has already weathered some of the most challenging conditions seen on the famed Streif. During previous race editions, organising crews have battled heavy snowfall, strong winds and rapidly changing mountain weather while maintaining race-ready conditions on the world-renowned course. Helly Hansen has frequently highlighted the Hahnenkamm Races as a real-world testing environment for its professional ski and outdoor apparel.

The Hahnenkamm weekend remains one of the crown jewels of alpine skiing, attracting tens of thousands of spectators to Kitzbühel and commanding a global television audience. The Streif downhill, widely regarded as the sport’s most challenging racecourse, is supported by a workforce of around 1,500 personnel who contribute throughout the year to preparation and event delivery.

As part of the renewed collaboration, Helly Hansen, KSC and WWP also unveiled early previews of a joint HKR27 merchandise collection, signalling a continued effort to connect the event’s international fanbase with the Hahnenkamm brand beyond race week itself.

For Helly Hansen, the extension reinforces its deep roots in winter sports and its association with elite alpine competition. For the Hahnenkamm organisers, it provides stability and continuity as preparations begin for the next generation of races on the Streif.

With the agreement now secured through 2030, both sides are betting that a partnership built on performance, reliability and tradition will remain a winning combination at skiing’s most famous venue.

For Helly Hansen, the extension continues a relationship built around the operational needs of a major alpine race: equipping the people who work behind the scenes as well as supporting the event’s public-facing identity through co-branded merchandise.