Würth joins Four Hills Tournament as main sponsor

Würth has been named the main sponsor of the Four Hills Tournament, entering into a four-year agreement covering the 2026-27 to 2029-30 seasons. The partnership strengthens the German company’s presence in international winter sports and adds one of ski jumping’s most prestigious annual events to its sports marketing portfolio.

The agreement covers all four venues of the tournament: Oberstdorf and Garmisch-Partenkirchen in Germany, followed by Innsbruck and Bischofshofen in Austria. Traditionally held around the turn of the year, the Four Hills Tournament is a fixture of the international ski-jumping calendar, combining elite competition with a strong connection to winter sports audiences across both countries.

As main sponsor, Würth will benefit from brand exposure across the four venues, supported by marketing and communications activities, hospitality opportunities and on-site activations. The partnership will also provide a platform to engage customers, employees and fans, while raising awareness of skilled trades and the professionals working in the sector.

Fritz Hollweck, Head of Sports Sponsorship at Würth, said, “The Four Hills Tournament combines top sporting performance, a long tradition, and great fan enthusiasm. It is precisely this environment that suits Würth and the people we work with every day. With this partnership, we are creating an international platform that allows us to make our brand tangible for customers, employees, and fans. At the same time, we would like to use the attention the tournament generates to focus more on the skilled trades and the people who work in them.”

Michael Witta, Managing Director of Infront Austria, added, “Würth has been present in winter sports for many years and knows the sector very well. The Four Hills Tournament offers the brand additional touchpoints with its target groups and a high international reach across four traditional locations. This will enable Würth to deepen its existing commitment in a targeted manner and strengthen the brand’s position in winter sports over a longer period.”

The partnership comes ahead of the 2026-27 season, which is set to introduce a women’s Four Hills Tournament across all four venues, expanding the event’s competitive programme and commercial opportunities.

Würth’s wider sports portfolio includes sponsorships in handball and ice hockey, including the IIHF Ice Hockey World Championships. The company is also the official tool supplier of KTM Factory Racing and MotoGP, title sponsor of the Würth 400 in NASCAR, and a partner of football organisations in Germany, Italy and Spain.

The financial terms of the agreement have not been disclosed. The four-year deal nevertheless provides Würth with a sustained platform for brand building, hospitality and stakeholder engagement across two established winter sports markets.