Nokian Tyres becomes the main partner of Cross-Country Ski Team Finland while celebrating the 90th anniversary of the winter tire

Nokian Tyres, the expert of winter performance and the inventor of the winter tire, enters into a partnership with the Finnish Ski Association. The Finnish tire company will become the main partner of Cross-Country Ski Team Finland as well as junior Cross-Country Ski Team Finland for the seasons 2023-24 and 2024-25. The company will also be the official partner of the Ruka Nordic and Lahti Ski Games world cup events in Finland.

”Cooperation with Cross-Country Ski Team Finland is a good match to our northern heritage and to our strategy focusing on creating premium winter tires. In addition, the countries hosting the worldcup events belong to our most important market areas. The partnership is also a great way to celebrate the 90th anniversary of the winter tire next year”, says Päivi Antola, Senior Vice President of Communications, IR and Brand from Nokian Tyres.

With the partnership, Nokian Tyres wants to support the top athletes representing Finland as well as the young future talents.

”We are very happy to have Nokian Tyres as our new partner. Winter is an important element for us both, and what also connects us is the shared ambition for sustainability and conserving the snowy winter conditions”, comments Ismo Hämäläinen, Executive Director from the Finnish Ski Association.

Read more about

In what ways can communication during the offboarding process help to preserve a positive employer brand and reputation?

read more

Cross-Country Ski Team Finland is one of the most successful and most followed national teams in Finland. The partnership will be visible on the team’s skiing outfits as well as on the team’s maintenance truck and in the Ruka Nordic and Lahti Ski Games world cup events in Finland.

“We are looking forward to our partnership and wish all the athletes success for the season”, Antola says.

Winter tire celebrates its 90th anniversary in 2024

As the pioneer of winter grip, Nokian Tyres invented the winter tire in 1934. In 2024, the invention will celebrate its 90th anniversary. During the nine decades, the company has patented more than one hundred winter safety innovations, and the winter tire has evolved into a modern piece of high-tech safety equipment taking drivers safely though all forms winter.  

”We hope that future skiers will also be able to experience cold and snowy winters. To make this possible, we have successfully excecuted many actions to reduce the level of greenhouse gases from our operations. One of our targets is to reduce the CO2 emissions per tire kilo produced by more 52 percent between the years 2015 and 2030. We are reaching this target well in advance,” Antola says.

Nokian Tyres is currently building the world’s first zero CO2 emission factory in Oradea, Romania. The company also aims to have 50% of all the raw materials used in its products recycled or renewable by the year 2030.