Precision Meets Power: Conrad Now Time-keeping and Electronics Sponsor of the BMW IBU Biathlon World Cup

Conrad Electronic, the new time-keeping and electronics sponsor of the IBU world cup: Ralf Bühler (left) and Max Cobb, Secretary General of the International Biathlon Union (IBU), establishing the partnership at the Loop One Festival in Munich at the end of October.

©Kevin Voigt

Beginning with the 2025/26 season, Conrad Electronic are the new time-keeping and electronics sponsor of the IBU Biathlon World Cup, thereby supporting a sport followed by a large audience. According to broadcaster ZDF, last year’s biathlon events attracted 3.28 million viewers, equalling an average market share of 28.5%, making biathlon Germany’s most popular winter sport. The sponsorship deal was brokered by Infront, the exclusive long-term marketing partner of the IBU. “At Conrad, we believe in the power of people and technology working together in unison,” says Ralf Bühler, CEO of Conrad Electronic. “Which applies to ski trails, shooting range and the efficient sourcing of technical supplies. Our brand and biathlon match up perfectly. As a company that specialises in technology and electronics, we really look forward to reaching out to an international audience during the world cup.” 

Hirschau, November 2025. Conrad are now the official time keeping and electronics sponsor of the BMW IBU Biathlon World Cup, suppling a variety of technical equipment to the organisers of ten events taking place in nine European countries. However, performance-grade technology isn’t the only thing you need at a world cup. Another requirement that applies to Conrad and biathlon alike is making processes as efficient as possible - a vital prerequisite for both competition outcome and the smooth everyday procurement of technical supplies via the Conrad Sourcing Platform. “We are really happy about teaming up with Conrad Electronic for our world cup,” explains Olle Dahlin, President of the International Biathlon Union (IBU). “Quality equipment and precision are the backbone of our sport. Conrad becoming a partner means that we’ll benefit from their vast experience in these areas. Moreover, we also share the same views when it comes to innovation and continuous improvement. Working together, we look forward to further developing the sport with regard to both athletes and fans, and to bringing in new ideas.”  Michael Witta, Senior Vice President Marketing Sales & Services at Infront emphasises the significance of the new partnership: “This collaboration demonstrates the IBU’s intent to keep moving biathlon forward as a sport. As a sponsor, Conrad will strengthen the technology side and boost the events at several levels. The interaction of athletic precision and technical knowledge will add measurable value for everyone involved.”

Actively Shaping Change

For the biathlon community, the inaugural Loop One Festival held at Munich Olympiapark in the middle of October turned into a very successful early season opener. A total of 65,000 enthusiastic fans were watching a rather unusual event: biathlon star athletes roller-skiing on an urban course with no snow anywhere in sight. A blend of action and entertainment that got Conrad CEO Ralf Bühler excited, too: “Who knew that biathlon doesn’t need snow? This bold and innovative project shows that the world changes at breakneck pace, and that it is up to us to find new ways to help shape this change.” 

A Competent Sourcing Partner

The constant willingness to change is an integral part of Conrad’s DNA, and was a prerequisite for the company’s successful transformation from a traditional electronics retailer into a B2B sourcing platform for technical supplies. “These days, we are a partner that provides digital infrastructure for industrial sourcing,” Ralf Bühler concludes. “We don’t just sell products. We help businesses implement digital procurement processes. And that on a large scale all across Europe.”