Nokian Tyres launches marketing co-operation with the IOF, Tough Mudder

While many of its tyre industry compatriots favour sponsoring football clubs or championships, Nokian Tyres has set its bearings for involvement in two very different and demanding outdoor pastimes. The Finnish firm says it has signed a three-year co-operation contract with the International Orienteering Federation, and through this expects to gain “strong visibility” in the annual Orienteering World Championships and at World Cup events. Nokian Tyres will also act as title sponsor for the World Orienteering Championships in 2016 and 2017. Under a separate deal, the tyre maker is working with endurance event organiser Tough Mudder in the Central Europe region.

“We are absolutely delighted to welcome Nokian Tyres as a major sponsor of the International Orienteering Federation and we are pleased that the company has recognised that we can assist with their marketing objectives,” commented International Orienteering Federation president Brian Porteous. “We look forward to a long and mutually beneficial partnership where orienteering, a sport for all seasons, can work closely with a company which produces excellent products for all seasons.”

“Nokian Tyres is a particularly suitable partner for us, since the company’s product development focuses on the control of challenging conditions and eco-friendliness, both of which are also important for orienteering enthusiasts,” added Barbro Rönnberg, secretary general for the International Orienteering Federation. “We are extremely satisfied with this contract that lasts until the end of 2017 and supports our goal of using the World Championships as the primary means of promotion for orienteering.”

The tyre maker has also begun a co-operation with Tough Mudder. The contract focuses on Central Europe and will remain in force until the end of 2015. Nokian says the partnership will be seen in its marketing across Europe and in many different ways. Since 2010, Tough Mudder has organised over 100 events, with a total of nearly two million participants taking on courses 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 tyres a suitable brand image,” said Antti-Jussi Tähtinen, vice-president of marketing and communications for Nokian Tyres.