Wed September 3 01:14 pm 2014 in category Product news

Nokian Tyres launches international marketing co-operation campaign with the International Orienteering Federation and Tough Mudder

Nokian Tyres has signed a three-year co-operation contract with the International Orienteering Federation. The contract ensures that Nokian Tyres receives strong visibility in the annual Orienteering World Championships and World Cup events. Nokian Tyres will also be the title sponsor for the World Championships in 2016 and 2017, thereby increasing the company's visibility on television, online services, and social media.

- Nokian Tyres is a particularly suitable partner for us, since the company's product development focuses on the control of challenging conditions and eco-friendliness, both of which are also important for orienteering enthusiasts. We are extremely satisfied with this contract that lasts until the end of 2017 and supports our goal of using the World Championships as the primary means of promotion for orienteering, says Barbro Rönnberg, Secretary General for the International Orienteering Federation.

Nokian Tyres is also launching a co-operation with Tough Mudder. The contract focuses on Central Europe, and it will remain in force until the end of 2015. The partnership will be visible in Nokian Tyres' marketing across Europe and in many different ways. Since 2010, Tough Mudder has organised over 100 events, with nearly two million total participants taking on the course which is designed to test all-around strength, stamina, teamwork, and mental grit.

- Nokian Tyres’ brand and Tough Mudder express the same mentality: Thriving in exceptionally demanding conditions with wits and rigorous fighting spirit. This co-operation gives our new, ultra-strong SUV tyres a suitable brand image, says Antti-Jussi Tähtinen, Vice President of Marketing and Communications for Nokian Tyres.

Nokian Tyres is the market leader in its core product groups in the Nordic countries and Russia, and it is experiencing strong growth in the Central European and North American markets. Nokian Hakkapeliitta, the best-known brand from the inventor of the winter tyre, has dominated independent magazine tests in recent decades.

Nokian Tyres plc
Antti-Jussi Tähtinen
Vice President, Marketing and Communications Tel. +358 10 401 7940


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