Press Release: Interview with Main Sponsor LOWA       –       August 14, 2023

20th Tegernsee International Mountain Film Festival, 18 to 22 October 2023

“We honestly can’t wait!” 

This year, the well-known Upper Bavarian manufacturer of hiking and mountaineering footwear LOWA celebrates 100 years of tradition. Also this year, in autumn, the Tegernsee Mountain Film Festival celebrates its 20th edition. Michael Frank, Head of Marketing at LOWA since 2016, talks about the mountain boot manufacturer’s involvement in this year’s Mountain Film Festival, about promoting culture in times of crisis and the hoped-for brand image benefits.  

Michael Frank, in 2023 LOWA teams up for the first time with the Mountain Film Festival as its main sponsor. How did this new cooperation come about?

The Mountain Film Festival was already on our radar, many LOWA employees visit it regularly. Our shoes have also been present in festival films for a long time. Our long-time employee Sepp Krimmer has been attending the event for years and facilitated the initial contact. After that, we all quickly agreed that a cooperation would be a good fit.

Have you supported other festivals or cultural events in the past?

Yes, we have supported smaller local events as a sponsor, including the short film festival in Schrobenhausen, among others.

When one of your customers asks you why you invest in culture, how do you respond?

Cultural work and education are essential pillars of our society. The fact that something is missing without a cultural life was demonstrated painfully by the pandemic. It transpired very clearly when theatres and museums were closed. As a business, we are aware of our responsibility to give something back to society, possibly to even help shape it. 

Is sponsorship generally at risk due to the current crisis?

It is not at risk; a good sponsoring relationship still offers great benefits for both sides. Due to the current situation, budgets are still somewhat uncertain, so potential sponsors will be more hesitant and fewer sponsoring deals tend to come through.

For small boutique festivals like the one in Tegernsee, financial support is an indispensable part of the budget. What returns do you expect from your involvement in the Mountain Film Festival? And how do you, as an outdoor gear manufacturer, benefit from the Mountain Film Festival’s image?

First and foremost, like every visitor, we are looking forward to great films and adventures. Our products are always a part of the experience, the right footwear is critical. Many festival guests will feel inspired to spend more active outdoor time.

And that’s why we hope that our presence on site will enhance our brand image and promote our amazing products. 

Will LOWA present any activities at the Mountain Film Festival?

Yes, we are planning for an active presence at the festival. But no spoilers just yet!

What birthday wisdom can the seasoned senior LOWA impart to the merely coming-of-age festival in Tegernsee? From celebrant to celebrant, so to speak.

Firstly, that you absolutely have to celebrate birthdays. A 20th birthday might get a bit rowdier than a 100th, of course. Over the past 100 years, our LOWA history has resembled a mountain tour, with highs and lows. When things don’t go your way, don’t let it get you down.

Will you attend the anniversary celebrations this autumn in person and catch some films?

Absolutely, we will be there. We honestly can’t wait!

Do you enjoy mountain films?

If I didn’t like mountain films, my job at LOWA would be very tough. For us, almost everything revolves around the great outdoors and the mountains.

What is your favourite mountain film?

My favourite film is Manaslu – Mountain of Souls by Hans Kammerlander.

Thank you very much for the interview.



Our heartfelt thanks for support to the Mountain Festival goes to:

LOWA, E-Werk Tegernsee, Der Westerhof, Das Werk, Kreissparkasse Miesbach-Tegernsee, Wallbergbahn, Herzogliches Brauhaus Tegernsee, Hopf Weißbierbrauerei Miesbach, Das Tegernsee, Monte Mare Seesauna, ShowTec München, Markmiller & Partner, Kirinus Alpenpark Klinik, REO Regionalentwicklung Oberland, Rotary Club Tegernsee.

Bayerischer Rundfunk – Bayern 2, Deutscher Alpenverein, Tegernseer Tal Tourismus GmbH;  Media Partner: Bergsteiger, Münchner Merkur 


Further Information: Sonderbuero Bergfilm-Festival Tegernsee, Rathausplatz 1, D-83684 Tegernsee, Germany
Phone +49(0)8022-1801-37 or -53,,

Encl. – 2 stills
Z62_6666_Favorit_©Kerstin Rysavy.jpg  –  Michael Frank – Head of Marketing – LOWA Sportschuhe GmbH

TTT_BFF_Sponsorenabend_2023-2.jpg – Meeting of the sponsors and supporters of the Tegernsee Mountain Film Festival at Galaun, Riederstein/Tegernsee (© C.Schempershofe/TTT/BFF)