Mumm teams up with skiing star Kevin Rolland

Maison Mumm has announced a brand new sponsorship deal with international freestyle skiing star Kevin Rolland.

Snowstorm by Mumm represents the first time the Champagne house has become involved with skiing

The Champagne house’s sponsorship of the nine-time freestyle skiing medallist (with five golds at the X Games and an Olympic bronze at Sochi 2014) comes in support of its launch of the Snowstorm by Mumm marketing activation under the slogan ‘Dare, Win, Celebrate’.

The new partnership with Rolland will involve holding a series of snow-themed events across the world, showcasing the most daring side of skiing. The Snowstorm activation includes a short film, Fast Forward 2: The Eclipse (which can be viewed at the bottom of this article), in which Rolland and his friend Julien Regnier take the audience on a white-knuckle ride down the mountain, showing off a succession of hair-raising stunts on their way to an exclusive Mumm party.

Maison Mumm will also be extending the skiing theme to its Snowstorm by Mumm parties. Staged at a selection New York venues, these events will invite partygoers to live out Mumm’s values of Dare, Win, Celebrate in a series of challenges.

Among them, for the first time, the Mumm ‘Daring Delivery’ VR experience and video game, developed exclusively for Mumm, will enable them to enter virtual reality and compete in a thrilling downhill race to be first to arrive at the party.

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Freestyle skier performs ‘skibrage’ on a bottle of Mumm Champagne

Beginning next year, Snowstorm by Mumm will also showcase the maison’s iconic red sash on the podiums and in the clubs of the world’s most prestigious ski resorts in Europe and the US.

Mumm is the first Champagne brand to launch an interactive Virtual Reality experience, which combines the HD technology of a VR headset with a connected balance board. The game, which can be played in real time, as well as on mobile apps, will be presented through selected trade partners.

Snowstorm by Mumm’s innovative take on wintertime entertainment will also be accompanied by other snow-themed rituals, such as a spectacular ‘skibrage’ Champagne bottle opening.

Commenting on his decision to sign up to the partnership with Maison Mumm, Rolland said: “We have a lot in common. The maison’s motto, ‘Dare, Win, Celebrate’, really appealed to me. And we’re making history: this is the first time that Mumm has been involved with skiing.”

Maison Mumm’s move into the sport of freestyle skiing follows the announcement in September of its sponsorship of Formula E. The end of its 15-year relationship with Formula 1 was announced in January of this year.

This month the Champagne brand also announced that Gold medal-winning Olympic sprinter Usain Bolt had been appointed its new ‘CEO’ – or ‘chief entertainment officer’.