Nokian Tyres is the title sponsor of the Nokian Tyres World Orienteering Championships which is being held in Latvia from August 4 to 11. This is the third year that Nokian Tyres is sponsoring the world championships of this highly challenging sport. The event is being held in Riga and Sigulda in Latvia and has drawn highly skilled orienteers from almost 50 countries. They will participate in five events which include relay, sprint relay, sprint, middle distance and long distance.
Nokian Tyres initially partnered with the International Orienteering Federation (IOF) in 2016 and had in 2017, signed a new, multiple-year contract for the title sponsorship of the World Orienteering Championships. It is also IOF’s main partner for the Orienteering World Cup.
Orienteering is a sport that is highly popular in the Nordic countries and Central Europe. Participants tackle different challenges while benefiting from the communion with nature, outdoor activities and the exercise that the sport provides. Orienteering serves as perfect match for the values of Nokian Tyres which promote adventure, safe mobility, and an active lifestyle.
Commenting on the sponsorship, Antti-Jussi Tähtinen, VP of Marketing for Nokian Tyres said that in addition to being a great match for the company’s culture, orienteering is a sport in which the entire family can participate. It tests both the physical and mental limits of a person. Tähtinen added hat orienterring events like the Orienteering World Championships and World Orienteering Day offered Nokian Tyres an excellent platform for presenting the brand as orienteering is a sport that promotes outdoor exercise and adventure. He concluded by saying that skill, determination and believing in your own abilities can drive both individuals and companies.
Expert in challenging conditions
Nokian Tyres which is the world’s northernmost tire manufacturer considers itself to be an expert in making tires which can tackle unpredictable weather conditions and challenging terrain. The company makes tires that have a high rating in terms of safety and sustainability.
Tom Hollowell, CEO of the International Orienteering Federation said that Nokian Tyres is an excellent partner as the company’s product development focuses on the overcoming challenging conditions and eco-friendliness, both of which are also important for orienteering enthusiasts.
In addition to orienteering, Nokian Tyres is the main sponsor of the Nokian Tyres IRONMAN 70.3 Finland triathlon event with the aim of promoting a healthy lifestyle.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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