The contract will last for a minimum of five years until the end of the 2021-2022 season.

Infront, a Wanda Sports company, acts as media and marketing partner of the International Bobsleigh and Skeleton Federation (IBSF) and as marketing partner of the International Biathlon Union (IBU) and International Luge Federation (FIL) for their respective flagship events.

The agreement between Infront and the IBU allows BMW to extend its contract as title sponsor of the Biathlon World Cup, presenting sponsor of the Biathlon World Championships and as the IBU’s car partner.

They will also receive extensive exposure in camera view through banners, shooting mats and stickers in prime stadium locations and along the track, as well as on the athletes’ starting bibs.

Brokered by Infront, the agreement for IBSF competitions sees BMW extending its title sponsorship of the Bobsleigh and Skeleton World Cup and the Bobsleigh and Skeleton World Championships.

Additionally, BMW will remain as the IBSF’s technology partner and will benefit from bobsleigh and skeleton’s top-tier sponsorship programme with the package said to provide comprehensive integration of the brand and superb visibility in camera view.

In luge, BMW will be present as a partner through a number of roles, including main sponsor of the FIL World Cup, World Championships and European Championships, and automotive partner of the FIL.

It is claimed the packages contain comprehensive integration of the BMW brand at all events, including exposure through wide-reaching advertising spaces in camera view along the ice track.

A comprehensive hospitality offering and further advertising and promotional rights will supplement the three agreements.

"BMW Germany will continue its comprehensive winter sports commitment," Florian Baumeister, head of events and sponsorship at BMW Germany, said.

"Many of our customers in the German market are connected to winter sports - the sports of biathlon, bobsleigh and skeleton and luge are enormously popular in Germany.

"In addition, BMW's sponsorship is more than just logo placement.

"For us, the commitment to these sports is the perfect stage to position the BMW’s xDrive technology.

"Besides the commercial presence, BMW focuses on the brand and product experience for the spectators.

"Fans can test BMW X models and the intelligent all-wheel drive system in an authentic environment at selected winter sports events - for example on an adventure ride or on the xDrive course."

Bruno Marty, executive director of winter sports at Infront, added: "Long-term partnerships with global brands such as BMW are adding more power, prestige and value to the different series and the entire winter sports environment.

"This demonstrates the appeal of the Olympic Federations like IBU, IBSF and FIL as high-quality platforms for premium brands across the world."

In August, the FIL extended its partnership with Infront for another four years.

Both parties penned a deal which continues their cooperation through to 2021-2022.

This means it will cover the Beijing 2022 Winter Olympic season.

The partnership, which recently marked its 20th birthday, sees Infront market a main sponsorship package with extensive advertising rights for major luge events.