Corporate philanthropy is our company’s way of giving back to our community. Our mission is to offer peace of mind in all conditions. Our approach to philanthropy mirrors our mission, entrepreneurial and inventive company culture, and sustainable way of doing business.
We do not support any governmental, political, or religious entities. We choose the focus areas and the number of projects that we support annually based on our strategic focus. By selecting a limited number of projects, we ensure better results.
We offer our resources (finances, employees’ time, facilities or our own products and services) to selected projects based on the following three categories:
1. ROAD SAFETY
As an expert in challenging conditions and premium tires, we believe it is our responsibility to promote safe and smooth transportation.
2. LOCAL COMMUNITIES
As a good corporate citizen and a global company, we focus on supporting special community and environment projects in the areas where we operate, including together with our employees.
3. INVENTIVENESS & ENTREPRENEURSHIP
For improving the equal opportunities for youth, we support entrepreneurial and inventive projects with educational institutions of various levels, in line with our company culture, the Hakkapeliitta Spirit.
In 2020, we continued to support the Safety on the road education for local school children in Nokia, Finland, and donated books for safety education. We also continued our local support for the global FIA Action for Road Safety in Finland, where it is organized by Finnish AKK under the name of “Turvassa tiellä” (“Safe on the road”).
Vianor supported Save the Children, an international advocate of children’s rights and in Sweden, Nokian Tyres supported BRIS, Children´s Rights in Society, which is a politically and religiously independent children’s rights organization that listens to, supports, and strengthens children’s and young adults’ rights in society.
In 2020, we also continued the Eco Challenge in Russia and emptied illegal tire dumps. As a result of joint efforts by Nokian Tyres and the EcoShinSoyuz organization (EcoTyresUnion), 220 tons of used tires were transferred during the year to recycling facilities. The aim of the project is to increase public awareness of tire disposal, as the recycling rate in Russia is still low.
In Russia, Nokian Tyres also purchased and donated 500 tablet computers for children from low-income families in Vsevolozhsk region, where our factory operates. The donation helped children from less-privileged families cope with the demands of remote classes due to the pandemic.
In the US, Nokian Tyres has donations committees in Dayton, Nashville and in Colchester. In 2020, Nokian Tyres deepened its community impact in North America through philanthropic and volunteer efforts aimed at strengthening local areas that are important to the company. The company funded college scholarships for two highachieving students in Rhea County, where its US factory is located. Both students are thriving at their universities and studying subjects that align with Nokian Tyres’ core value of sustainability.
In addition to the Nokian Tyres Scholarships, the company helped Nashville charity Book’em exceed fundraising and book donation goals in its quest to strengthen elementary education in Nashville. Nokian Tyres also helped fund a Distinguished Young Woman Scholarship through the Dayton, Tennessee Chamber of Commerce.
During a pandemic-driven year, the Dayton factory’s donations committee contributed to more than a dozen non-profit organizations that serve the community’s health and public safety efforts, including supporting local healthcare workers through the Rhea Medical Foundation and helping Rhea Medical Center purchase PPE for frontline workers’ fight against COVID-19. In Nashville, the company’s donations committee helped families who are suffering financial hardship by donating to United Way’s Give Thanks food drive, which helps families put food on the table.
PARTNERSHIPS AND SPONSORING
In 2020, majority of large outdoor events, like Nokian Tyres IRONMAN 70.6 race, were cancelled.
Our long-term partnership with the International Orienteering Federation continued also in 2020 despite the pandemic. Nokian Tyres actively participated in the World Orienteering Day promoting the sustainable outdoor activity.
In 2020, Nokian Tyres grew its partnership with POWDR, a ski resort company in the United States and Canada. A major part of those efforts included educating POWDR guests about the importance of safety and sustainability. Nokian Tyres participated in POWDR’s safety fest in January and distributed information and video content about the importance of tire safety.
Mika Häkkinen, the two-time Formula 1 World Champion, continued in his role as Nokian Tyres brand ambassador participating in product development, product launches and promotion. Nokian Tyres also partnered with a golfer originating from Nokia, Finland, making his debut in the U.S. Open. Sami Välimäki represented his native Finland in the golf event, and Nokian Tyres helped fund his efforts in the tournament.