Press Release

A Brand New Look for a New Era at British Biathlon


The British Biathlon Union is the National Governing Body for the Olympic Winter sport of Biathlon in Great Britain. In a significant move for the future of the sport, British Biathlon has overhauled its brand and online presence with a new-look logo, website and Supporters Club.


‘Ski. Shoot..Believe…’ is the new British Biathlon motto, heralding a confident and exciting era for the team reinvigorated in its aim to attract sponsorship and achieve selection and top 20 world rankings at the Beijing Winter Olympics in 2022.  


BBU Chairman André Oszmann said, “This new look for the British Biathlon Union is a first strategic step in helping us achieve our goals for Beijing 2022 and beyond. We are committed to celebrating and supporting the extraordinary sacrifice and dedication of our athletes so they can represent Great Britain at the highest level. This means creating more opportunities for investment into the sport, including key partnerships, group experiential packages, offering individuals who love the sport a chance to invest and play their part in our future success and inspiring enjoyment, health and community for everyone involved.”


British biathlete and Winter Olympian Amanda Lightfoot had this to say about the new look BBU. “Having tasted my first Winter Olympics in Sochi back in 2014, I’m now working tirelessly to make it to PyeongChang in 2018 and improve on my results. I’m really excited by the new brand and I just hope that sponsors will share in my excitement and come on board to ensure the future of the sport in Britain. I’m eternally grateful for the support I have had from everybody that has helped me along the way and I am delighted with the take up of the new Supporters Club.” 


The branding is a bold, modern and confident design symbolising the physical challenges of the sport in cross country skiing and precision shooting. Alongside the new logo and website, the BBU Supporters Club offers specific benefits to family members, friends and supporters of BBU athletes. This includes discounts in British Biathlon branded apparel, priority invitations to events and access to exclusive digital content for just £30 pa. Early take up of membership has already exceeded expectations indicating a real appetite among the public for the sport.


Having recently completed the latest season on the World and IBU Cup circuits, The British Biathlon team are currently preparing for summer training so that they can get off to a flying start when the new season opens in November.


For more information, please contact:

Mark Goodson – Secretary General – on



About the British Biathlon Union

The BBU is a full member of the International Biathlon Union (IBU), the British Olympic Association (BOA), National Olympic Committee (NOC), and UK Sport.


The BBU trains and selects male and female athletes to represent GBR at Olympic, World and IBU Cup events and World Championships. They also select, and usually support, athletes to compete in Youth / Junior World Champs; Youth/European Youth Olympic Winter Games.


Nearly all biathletes in Great Britain are serving members of the Armed Forces, and the Army is thus effectively a major supporter.



About the branding

The BBU’s brand strategy, design and communications were produced by Apt, a branding agency in London.

For more information, contact:

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