Together with the IBU, we developed an event format that takes biathlon out of its traditional winter sports setting and brings it right into the heart of the city. The Loop One Festival blends elite sports with an urban festival atmosphere – making the thrill of biathlon tangible for a whole new audience. Set in Munich’s Olympic Park, it created a one-of-a-kind experience that elevated sport, music, and emotion to an entirely new level.
With 50,000 visitors on-site and millions watching around the world, the festival marked not only a new chapter for the IBU but also a powerful statement about the future of sport. Bold, vibrant, sustainable – and above all: close to the people.
From the initial strategic concept to full-scale execution, the project was entirely in our hands. As a sports marketing agency with extensive experience in developing and delivering large-scale formats, we shaped the Loop One Festival conceptually, visually, and operationally.
Based on a clear positioning, we developed the name and visual identity – distinctive, urban, and unmistakable. To promote the event, we implemented a comprehensive communication strategy across web, social media, radio, and outdoor advertising.
Biathlon becomesa city experience
On the festival stage, we curated a program featuring live music acts, biathlon legends, and interactive stadium entertainment. At the same time, we delivered the complete event infrastructure across the Olympic Park – including a shooting range on the lake, grandstands, media and VIP areas, catering zones, and full shuttle and accommodation logistics. We managed the project through every phase – from strategy and planning to final implementation.
Loop One was more than just a new event. It was the starting point for a new way to experience biathlon. Instead of the traditional competition setting, we created a festival that put the sport at its center – while making it more accessible, emotional, and immersive than ever before.
The combination of sporting excellence, urban energy, and flawless organization captivated fans on-site and impressed media and partners worldwide. The event demonstrated how modern sports formats can truly come to life – when strategy, creativity, and execution align perfectly.
©Fotos: IBU (Internationale Biathlon Union)
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