DHL extends partnership with BSD for 'Formula 1 of winter sports'

Nov 23, 2019: DHL and Bob- und Schlittenverband Deutschland (BSD) have decided to extend their collaboration which will now cover the period of the World Championships 2020 in bobsled and skeleton in Altenberg and the Winter Olympics 2022 in Beijing.

“We are very happy with the partnership and look forward to continuing our successful collaboration with the BSD. The 'Formula 1 of winter sports' is characterized particularly by a very high level of attention value and a high degree of emotionalisation. This time, we want to leverage that for our 'DHL' brand,” said Arjan Sissing, head of brand marketing at Deutsche Post DHL Group. As a Premium Partner, the Group will be featured with the DHL logo on the sports equipment and the clothing used by the bobsled and skeleton athletes in the BSD women's and men's teams.

DHL will also assist BSD worldwide as exclusive logistics partner, managing the global dispatch of all of the BSD teams' sports gear and equipment. In addition to its status as 'Premium Partner of the BSD', the logistics provider is thus able to contribute its core competencies directly to the collaboration: “This is particularly important for us because as the exclusive logistics partner, we see to it that the highly sensitive sports equipment is transported smoothly and ensure its time-definite delivery during the World Cup season. Attributes such as 'speed', 'drive', 'precision', 'teamwork' and 'innovation' are synonymous both with bobsled and skeleton sports and with us as logistics providers. Our employees prove this over and over again on a daily basis. We have also been successfully demonstrating for many years in Formula 1, Formula E, rugby and football that we can call on many years of global expertise in sports and event logistics. The BSD also benefits from this know-how,” added Sissing.

The BSD's bobsled and skeleton athletes centered on Germany's Olympic bobsled champions, Mariama Jamanka and Francesco Friedrich, as well as the skeleton world champion, Tina Hermann, and the Olympic runner-up, Jaqueline Lölling, will be starting the new season on December 7, 2019 at the Bobsled and Skeleton World Cup in Lake Placid (USA). The first World Cup in Europe will be held in Winterberg (Germany) at the beginning of January.

This year's European Championships will be held parallel to the World Cup Final in Sigulda (Latvia). The highlight of the season will be the Bobsled and Skeleton World Championships, which will be held in Altenberg (Germany) beginning on February 17, 2020. Record world champion Francesco Friedrich will be targeting his sixth consecutive victory in the two-person bob at the event. The Skeleton World Championships will be decided in the second week of the event, beginning on February 27, 2020, and will also see the Skeleton Mixed Team Event being held for the first time.

The collaboration between DHL and the BSD has existed since the 2014/2015 winter season. While Deutsche Post DHL Group initially focused its advertising activities on its Deutsche Post brand, the emphasis is now on the “DHL” brand. “This year, we specifically want to highlight both our expertise in parcel delivery and our expertise in special logistics. That is why, this time, the DHL logo is being featured on the sports equipment, on the athletes' sportswear and on social media,” explained Sissing.