Shared goals, shared values and a strong signal for the future of skiing in Germany: The companies of Schwarz Group and the German Ski Association (DSV) enter into a long-term collaboration. The partnership will initially run until 2029 and covers all alpine and Nordic disciplines as well as biathlon.
The collaboration promotes athletic excellence and goes far beyond traditional sponsorship. The retail division Kaufland and the digital division Schwarz Digits will contribute their expertise in various future-oriented fields. Kaufland will serve as the premium partner in the DSV disciplines — cross-country skiing, ski jumping, Nordic combined and biathlon — focusing on the area of sustainable nutrition. Expanding digital sovereignty is at the heart of the collaboration with Schwarz Digits, the premium partner for the alpine national teams. The goal is to create sustainable momentum — both for sporting success and the technological advancement of the association.
High scores for shared values
The companies and the association share common values. Performing at the highest level and constantly surpassing their limits are at the heart of everything they do. At the same time, attributes such as respect, fair play, grounded and trust are also part of their DNA. These shared values in performance and corporate culture create the ideal foundation for a long-term and successful partnership.
Kaufland: Healthy nutrition and peak performance in alignment
As a new premium partner, Kaufland will be featured on the competition clothing and thermal clothing in the Nordic disciplines and biathlon. The company will also support the athletes as a nutrition partner. It is the food retailer’s first ever major sports cooperation in Germany. “The German Ski Association and its athletes inspire millions anew every winter with their dedication and their outstanding achievements. As a future partner, we want to support the athletes in the best possible way on this journey. Our assortment offers a wide selection of healthy and high-quality foods, which will support the nutrition of the athletes,” says Christoph Schneider, Vice President of Marketing in Germany at Kaufland. “Healthy nutrition is a fundamental prerequisite for peak performance, and practicing sustainability is a unifying element in our shared values,” adds Walter Vogel, Director of Marketing at the German Ski Association (DSV).
Schwarz Digits: Racing the slope to digital sovereignty
As part of the collaboration, the logo of Schwarz Digits, the IT and digitalization division of Schwarz Group, will be featured on the thermal and competition clothing of the alpine national teams. Beyond establishing a visible presence, the primary focus of the collaboration is on digital development. The partners are discussing how the Schwarz Digits sovereign product suite can help the DSV with its digital transformation. The collaboration will focus on the fields of cloud, cybersecurity, artificial intelligence, communication and the workplace.
“Digitalization is becoming increasingly important in sports. More and more data is being generated, for example, through smart devices or cameras,” says Brian Heilig, Vice President at Schwarz Digits. “The data can be used to improve training and materials. However, it is important that athletes and clubs can decide for themselves where their data is stored, who processes it, and how it is processed. Our sovereign digital solutions make this possible.”
“Our collaboration with Schwarz Digits will significantly accelerate the digital transformation of the German Ski Association. Whether it is cloud solutions or digital security, the DSV will benefit from this new digital sovereignty,” explains Walter Vogel, Director of Marketing at the German Ski Association. “In addition, we also want to continue developing in the field of artificial intelligence and jointly explore ideas on how artificial intelligence can support competitive sports.”
About the German Ski Association
The German Ski Association has been one of the most successful winter sports associations in the world for many years. Last winter (2024/25), the DSV athletes celebrated a historic season: They stood on the podium at World Cup events more often than ever before. At the respective world championship events, athletes from all Olympic disciplines under the association’s umbrella were able to win medals — a testament to its breadth and strength. With the companies of Schwarz Group at its side, the German Ski Association is now also building a strong foundation for the future in the areas of digitalization and sustainability — for the benefit of elite sports, youth development and the entire winter sports community in Germany.
