Vienna-listed online gambling group Bwin is expanding its sports sponsorship efforts beyond football teams and into alpine skiiing.

The company has signed a sponsorship agreement on the Hahnenkamm World Cup alpine ski race that will see it supporting the event until 2012.

Bwin will generate publicity for the event public relatons and marketing activities, hospitality and promotions, providing media backdrops and, notably, a huge 60 metre long advertising billboard on the Seidlalm curve during the Super G and Downhill races. The company’s logo will be featured prominently throughout the slalom course.

“We are extremely pleased to announce this sponsorship agreement,” said Manfred Bodner, Co-CEO at Bwin. “In the years since its conception, the race has developed into a huge event and it fascinates even those who do not usually follow ski racing. For us, as an international brand with Austrian roots, it’s an honour to be part of such a global ski highlight.”

The event takes place between January 22 and 24 next year in Kitzb?hel, Austria.