Scott signs Felix Neureuther for year-round ski and cycling partnership

Scott has appointed Felix Neureuther as a brand ambassador in a multi-year partnership spanning Alpine skiing and cycling. The agreement brings the 13-time World Cup winner into the company’s winter clothing, goggles, helmets and ski poles, while extending the relationship to his summer activities on the bike.

The signing is intended to strengthen Scott’s presence in German-speaking markets, drawing on Neureuther’s continuing public profile and his interests beyond competitive skiing. Joint projects are planned for the winter season and the start of the spring cycling season, including community initiatives rather than advertising alone.

For Neureuther, the partnership also carries a family connection.

“For me, Scott is the perfect match,” he says. “The brand has a long history in skiing, and the fact that my parents already used Scott ski poles makes this partnership special for me.”

A partnership built around the whole outdoor year

The agreement is notable for its year-round scope. Neureuther’s credentials come from Alpine racing, but Scott is presenting him as an ambassador whose relevance extends from winter mountains to summer cycling.

“Whether I’m on the mountain in winter or out on my bike in summer—I want to be outdoors, active, and always be able to rely on my equipment,” Neureuther says.

The winter categories have been specified: clothing, goggles, helmet and ski poles. The cycling side has been described more broadly, without a published list of individual bikes or equipment models. Nor does the announcement describe a ski-supply agreement; the winter partnership centres on apparel, protection, eyewear and poles.

That breadth suits Scott’s existing business. Its headquarters in Givisiez, Switzerland, brings together divisions covering cycling, winter sports, motorcycling and running. Neureuther gives the company a recognisable personality able to connect two of those categories through his own sporting activities.

From race results to a wider public role

Neureuther retired from World Cup competition at the finals in Soldeu, Andorra, in March 2019. He finished his racing career with 13 individual World Cup victories, the German men’s record, and five World Championship medals across individual and team events.

His departure from racing did not mean a departure from the sport’s public life. Later that year, he joined German television and radio coverage as an expert analyst, succeeding Maria Höfl-Riesch. FIS described him at the time as a racer whose record included World Championship medals in three consecutive editions, in 2013, 2015 and 2017.

Those roles help explain his value to a brand well beyond the period when he wore a race bib. He combines first-hand knowledge of elite skiing with an established broadcasting presence, allowing a partnership to address both committed skiers and a wider audience familiar with him through television.

His work encouraging children to be active is another relevant part of that identity. At the time of his retirement, reporting highlighted his children’s books and “Beweg dich schlau” movement programme as projects through which he intended to continue reaching younger people. That background gives context to the community element of the Scott agreement, although no specific link between those existing projects and the new partnership has been announced.

A family link to Scott’s original product

Neureuther’s reference to his parents’ ski poles connects the agreement to the product that established Scott.

The brand began in 1958 with engineer and ski racer Ed Scott’s tapered aluminium ski pole, developed in Sun Valley, Idaho, as an alternative to the bamboo and steel poles then in use. Skiing therefore predates the cycling business with which many consumers now associate the company.

Although widely described today as a Swiss sports brand, Scott’s origins are American. It opened its European headquarters in Givisiez in 1978 and subsequently moved its global headquarters from the United States to Switzerland in 1992.

For this particular signing, that history offers more than a heritage reference. Ski poles remain one of the categories Neureuther will use, giving the collaboration a direct connection between the company’s first technical innovation and its present-day winter range.

German-speaking markets are the immediate priority

Julian Oswald, head of marketing at Scott Germany, identifies the relationship between Neureuther’s Alpine sporting background and his activities away from the piste as central to the appointment. The company is positioning the agreement as a strengthening of its brand communication in German-speaking countries across both skiing and cycling.

That makes this a broader ambassador appointment rather than a conventional competition sponsorship. The emphasis is not on podium exposure or race equipment development, but on a well-known former athlete demonstrating how the brand fits into an active life across seasons.

The multi-year term gives Scott and Neureuther time to develop that approach beyond a single winter launch. However, the public announcement does not disclose the contract’s financial value, its precise duration or a detailed schedule of appearances.

Community projects still to take shape

The first joint activities are planned for the winter season and the opening of the bike season in spring. Community initiatives are part of the stated programme, with Scott and Neureuther intending to go beyond traditional campaign formats.

What that means in practice remains to be announced. No named public event, participation scheme or booking information has yet been detailed in the coverage of the agreement. The community promise is therefore an important direction for the partnership, rather than an established programme that consumers can already join.

The signing nevertheless establishes a clear proposition: Scott is recruiting Neureuther not simply for what he achieved as a racer, but for the connection between his skiing background, his continuing public role and his enthusiasm for being active outdoors. The next test will be how convincingly the partnership translates that combination into experiences for skiers and cyclists, as well as visibility for the brand.