MINI is expanding its cooperation with Red Bull by becoming a partner of Red Bull Crashed Ice, where groups of four athletes on ice skates plunge down an ice cross downhill track some five metres wide and peppered with bumps, jumps and banked turns. This innovative and—in every sense—cool winter sports events comprises four events. The races take place on an artificial ice cross downhill track specially created for each event and extending to around 350 metres in length. As in 2010, the venue for the season opener on 15 January 2011 is the Olympiapark in Munich.

Image Courtesy: Max Kalbfell, Head of Marketing MINI Germany and Martin Niefnecker, Red Bull Crashed Ice world champion

For MINI, this committed involvement in unconventional winter sports opens up new possibilities for reaching a young, actively sporty, lifestyle-oriented target group. Where innovative concepts, originality and the right feeling for speed and curves are at the heart of the action, the brand’s latest models are right in their element as well. MINI provides an athletes’ shuttle services with MINI Countryman for the Red Bull Crashed Ice World Championship.

At the Red Bull Crashed Ice World Championship, MINI will also be demonstrating its innate commitment to supporting outstanding talent: 2011 will mark the first presentation of the MINI Rookie Award. This distinction is reserved for the best newcomer of the year and will reward the top-placed of all athletes venturing onto the ice cross downhill track for the first time in the new season. After the curtain-raiser in Munich on 15 January 2011, the MINI Rookie Award will also be presented at the next three events in the Red Bull Crashed Ice World Championship.