Conference

Location: Sagahall, Holmenkollen Park Hotel 

We will continue to provide updates and names of contributors in a more detailed program. The themes we have selected are:

Program

Opening speech

• Olle Dahlin, President IBU

Season Highlights so far: Key Updates from the IBU

• Max Cobb, IBU Secretary General

Panel discussion: IBU Digital reach

In this session, we explore how IBU plans to use digital platforms and social media in the future. We will walk through key focus areas, upcoming initiatives, and strategic priorities. The session also includes practical examples and insights from Östersund.

Panel:

• Christian Winkler, IBU Communications Director

• Lorenzo Giovacchini, IBU Digital Marketing Manager

• Wilma Björkman, OC Östersund

10:00-10:30 | Coffee break

We live in a new age. Meet the next generations - How to reach new audiences specifically Gen Z.

Together with our partner, Two Circles, we reflect on some influencer campaigns that took place and their collaboration with the Biathlon team. How to move from reaching new audiences to converting them to actual fans that attend Biathlon events.

• Leading experts from Two Circles and General Sport Worldwide (GSW)

Round Table discussion

• Moderator: David Eades

• Leading experts from Two Circles and General Sport Worldwide

• Audience participation

12:00-13:00 | LUNCH break

Innovative sponsorship strategies and effective collaborations

What are the key learnings from historically collaborating with the biathlon community, and what will be important going forward? Meet some of our partners and hear about their experiences so far and their expectations for the future. How is the partnership being leveraged today, and what value has it delivered both internally and externally?

• Introduction made by Infront Sports

• We will meet leaders from ADIDAS, LAVITA, CONRAD and NIBE.

Presentation Infront

• Michael Witta, VP Marketing Sales & Services, Infront

Case insight - ADIDAS

• Speaker to be announced

Case insight - LAVITA

• Speaker to be announced

Panel discussion - ADIDAS, LAVITA, CONRAD and NIBE

• Speakers to be announced

15:05-15:45 | Coffee break

Closing Remarks & Final Takeaways

• David Eades

• Max Cobb, IBU Secretary General

• Felix Bitterling

Keynote lecture

How do we connect with the generations of tomorrow – and which media will truly shape their everyday lives? New platforms, shifting habits, and ever-shorter attention spans are putting brands to the test. Lars will give us insights, experiences, and examples of why some succeed – while others fall behind – in the battle to be chosen, remembered, and loved by new generations.

• Lars Silberbauer