Nokian Tyres Takes to Golf to Expand Brand Awareness

Nokian Tyres has announced that the company has signed a long-term partnership with renowned Finnish professional golfer Mikko Ilonen. The agreement will come into effect from the beginning of 2017, and as part of the partnership, Ilonen will participate in several company events and act as a support Nokian Tyres and its products, especially in the Nordic markets.

While golfing is not a common sport in Scandinavia, like Nokian Tyres has excelled in extremely competitive tire business, Ilonen has excelled in a highly competitive sport. As a result, while Nokian Tyres made a name for itself as a top tire manufacturer, Ilonen became a successful pro golfer, going on to become the top golfer in Finland from 2001. During his long stint as a golfer, he has faced numerous challenges including injuries but these have never fazed him and he demonstrated determination, dedication and endurance to get back on track.

Speaking about the partnership with Ilonen, Ari Lehtoranta, President and CEO of Nokian Tyres said that Mikko’s career exemplifies Finnish “sisu” or grit. Nokian Tyres is also all about taking on challenges successfully to become an even better player in the market. The company has come a long way from making its first car tire in 1932. It took on companies that had bigger resources and managed to carve its own niche in the market through innovation, willpower and perseverance. He believes that Mikko too has demonstrated these qualities as an athlete and as a person.

Mikko Ilonen said that he was very happy about this partnership with Nokian Tyres and was looking forward to working with the company. He said that as he travels on tours in different parts of the world, he gets to drive a lot, sometimes over terrains that are quite challenging. He needs tires that can be trusted irrespective of the terrain and it was also highly significant to him that Nokian Tyres has green values.