Nokian Tyres returned as the main sponsor of the 2019 edition of the World Orienteering Championships. The event was held for the fourth year in Norway, which is known for its picturesque scenery and challenging terrain. Orienteering is a sport that is quite popular in Central Europe and the Nordic countries and Central Europe.
There were about 300 runners in the WOC competitions which were held in Sarpsborg, Østfold. Thousands of spectators participated in the races that were specially held for them to enjoy exercise, nature, and the challenges that orienteering offered.
Commenting on the success of the games, Sigmund Vister, chairman of the company which organized the event, VM Orientering 2019 said that the goal was to create the best World Orienteering Championships ever. Getting cooperative partners was integral to the success of the event and he expressed his gratitude to Nokian Tyres for the support the company extended to the WOC.
Nokian Tyres opted to partner with the event for the past four years as the sport was a perfect fit when it comes to sports marketing. Just like orienteering, the company’s values focus on promote safe mobility and an active lifestyle.
Antti-Jussi Tähtinen, VP of Marketing for Nokian Tyres said, “Orienteering combines exercise, the appreciation of nature, and determination also in demanding conditions. Thus, it is also a great match for our company culture. The active Nordic lifestyle, the desire to be a pioneer in sustainable development, and the will to challenge ourselves can be seen in our products that are safe, eco-friendly and innovative.
The partnership between the International Orienteering Federation (IOF) and Nokian Tyres dates back to 2016. Nokian Tyres signed a multiple-year contract as part of which it took on title sponsorship of the World Orienteering Championships. The company is IOF’s main partner and this status was clearly reflected during the Orienteering World Cup.
Nokian Tyres specializes in making tires that can tolerate challenging terrain and changing weather conditions. In addition to orienteering, Nokian Tyres is also the sponsor of the Nokian Tyres IRONMAN 70.3 Finland triathlon event as part of its drive to promote a healthy lifestyle.
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