Swedish Alpine Skiing Secures Key Partnerships Ahead of New Season

The Swedish Alpine Ski Team has announced a refreshed partnership portfolio for the 2026/2027 season, welcoming three new equipment partners while renewing long-standing agreements with major sponsors Audi and Bauhaus.

New and renewed partnerships

In a statement published on August 24, 2026, the Swedish Ski Federation (Svenska Skidförbundet) said it has strengthened its alpine sales organisation over the past year, enabling it to bring in additional commercial support for the national alpine programme.

The federation confirmed that Audi and Bauhaus have extended their partnerships, continuing as “decisive financial pillars” for Swedish alpine skiing at a time when the broader sports sector is seeking more robust economic foundations.

Alongside these renewals, three new partners have joined the Swedish alpine “ski pool”:

• POC – the Swedish safety and performance brand known for helmets, goggles and protective equipment

• Energiapura – the Italian energy drink and sports nutrition company active in winter sports

• Vola – the Italian ski pole manufacturer widely used on the World Cup circuit

The federation said athletes will now compete and train using equipment from these brands “going forward,” signalling multi-year product agreements rather than one-off deals.

Context: commercial momentum in Swedish skiing

The alpine partnership news comes amid a broader wave of commercial activity in Swedish skiing. In June, the federation and state-owned lottery operator Svenska Spel announced the largest-ever investment in Swedish ski and snowboard sport, extending their partnership through 2032 and covering the entire pathway from grassroots to world-class level.

At the same time, preparations for the 2027 FIS Nordic World Ski Championships in Falun are ramping up, with new sponsors such as mining company LKAB joining the event’s partner network. While the World Championships still lack a confirmed domestic TV broadcaster, federation officials have said sponsor interest remains strong despite the unresolved media rights situation.

International backdrop

The Swedish alpine programme’s partner refresh mirrors similar moves by other national ski federations. In the same week, U.S. Ski and Snowboard announced a multi-year sponsorship with Pirelli, which will appear on US Alpine Ski Team uniforms and at domestic World Cup events through the 2028–2029 season.

For Sweden, the combination of renewed backbone sponsors (Audi, Bauhaus) and specialist equipment partners (POC, Energiapura, Vola) is designed to stabilise funding while giving athletes access to top-tier gear across helmets, nutrition and poles—critical categories in a sport where marginal gains matter.

What this means for the team

While the federation did not disclose financial terms, the structure of the deals suggests:

• Audi and Bauhaus will continue to provide core funding that supports training camps, coaching staff, and competition travel.

• POC, Energiapura and Vola will supply performance equipment and product support, reducing athletes’ personal costs and aligning Sweden with brands already present in the World Cup paddock.

With the alpine season approaching and several top Swedish racers building on strong 2025/2026 results, the refreshed partner base is intended to give the programme both financial security and technical credibility on the international stage.