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

NOKIA, Finland (Sept. 5, 2014) — Nokian Tyres P.L.C. has signed a three-year sponsorship deal with the International Orienteering Federation (IOF) and another sponsorship agreement with Tough Mudder, which lasts through year-end 2015.

The IOF, founded in 1961, is the international governing body of the sport of orienteering, according to its website. Nokian's new partnership deal with the group will provide the tire maker with strong visibility during the annual Orienteering World Championships and World Cup events.

Nokian Tyres also will be the title sponsor for the Orienteering World Championships in 2016 and 2017.

“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,” said Barbro Ronnberg, secretary general, IOF.

In addition, Nokian has partnered with Tough Mudder, which organizes competitive events in which participants tackle obstacle courses designed to test mental and physical strength, stamina and teamwork. Nokian said the deal will help to improve the visibility of its marketing across Europe.