Var Group Leverages FIS Alpine Ski World Cup Sponsorship in Andorra

Major international sporting events have become essential tools for corporate marketing and reputation building. The FIS Alpine Ski World Cup recently held at El Tarter in Andorra illustrates how companies leverage high-level competitions to boost visibility, align their brands with key values, and engage local and global audiences.

Among the sponsors were global names like Longines and prominent local firms such as Creand. Var Group, a multinational with a foothold in Andorra, stood out for its sponsorship. The Italian tech company integrated the event into a broader strategy encompassing brand positioning, social commitment, and talent support. Its focus on women's skiing reflects corporate storytelling and differentiation in a competitive market, while also tying into the personal passion of CEO Francesca Moriani, a former elite skier.

Moriani closely followed the races on El Tarter's Àliga slope during her visit, using the opportunity to meet clients and partners. Andreu Tomàs, Var Group's country manager in Andorra, noted that the firm currently employs 26 people locally, with plans to expand to 50 by year-end.

Sports provide an ideal platform to convey business principles like effort, resilience, and perseverance—values central to innovative companies such as Var Group. These partnerships turn sponsorships into investments in reputation, awareness, and strategic alignment, blending economic growth with social impact and international reach.

Toni Pintat, the event's sponsorship manager at Grandvalira, emphasised sponsors' vital role in staging the World Cup. Their involvement delivers global exposure and enables high-profile races, while offering Andorran businesses a chance to reach worldwide audiences. Beyond financial backing, these alliances build on long-term trust.

Pintat described a mutual benefit: prestige and visibility for companies, essential support for organisers. Such collaborations also elevate Andorra's status as a sports and tourism destination, placing it alongside skiing powerhouses like Germany, France, Italy, and the United States. "It's also a way to thank them by providing that international visibility," Pintat said.