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.