WELCOME TO THE

BIATHLON

PARTNER

SUMMIT

2026

tuesday, 17 – THURSDAY, 19 March 2026

Oslo, Norway

The Biathlon Partner Summit will unite some of the world’s leading sports and marketing experts with the IBU’s top National Federations and their commercial partners for a robust exchange of industry-leading knowledge and thought-provoking insights.

Over the course of a day-and-a-half program at the BMW IBU World Cup Biathlon Final, attendees can look forward to sharing best practices, discussing innovative ideas, and creating valuable new networks aimed at building on the unprecedented growth of biathlon and enhancing its future value.

Main theme

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. At this conference, we gather insights, experiences, and examples of why some succeed – while others fall behind – in the battle to be chosen, remembered, and loved by new generations.

Get to know the moderators leading the 2026 summit.

David Eades

With more than two decades as a leading BBC TV News anchor, David brings deep experience to the role. He has also worked as a foreign correspondent and Sports News Editor, covering major global events including the Olympic Games, FIFA World Cups, Ryder Cups, and winter games, and reporting on topics from the business of sport to ethics, health, and wellbeing.

His career spans historic moments such as the death of Princess Diana, the launch of the Euro, Brexit, climate change issues, and elections around the world. As an experienced MC and moderator, he has led live shows, TV debates, and events for SportAccord and numerous sports organizations.

David is the founder and Chair of Sport At The Service Of Humanity and serves as Vice-President of the International Masters Games Association. Beyond his professional work, he enjoys golf, skiing, cycling, and indoor rowing.

Lars Silberbauer

Lars Silberbauer is an award-winning global marketing executive recognized for his contributions to consumer tech, entertainment, and sports. In 2025, he was named one of 25 global CMOs for the Marketing Academy Fellowship by McKinsey & Company.

As CMO at HMD Global (Nokia Phones), he led a major brand repositioning and impactful partnerships, including collaborations with Barbie, FC Barcelona, and Heineken. Previously, he transformed LEGO’s digital presence, achieving over 1 billion YouTube views and launching LEGO® TV in 40 markets, earning accolades like Cannes Lions and an Emmy.

Lars also served as SVP of MTV Digital Studios, revitalizing the brand digitally, and was instrumental in modernizing the Olympic brand while at the International Olympic Committee.