Nokian Tyres signs co-op deals with IOF, Tough Mudder

ERJ staff report (TP)

Nokia, Finland – Nokian Tyres has signed a three-year co-operation contract with the International Orienteering Federation (IOF).

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.

The Finnish company is also co-operating with the endurance event series ‘Tough Mudder’. The contract focuses on Central Europe, and it will remain in force until the end of 2015.

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 tires a suitable brand image,” said Antti-Jussi Tähtinen, Vice president of marketing and communications for Nokian Tyres.

Related story: Nokian launches new SUV and summer tires

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