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Nexen unveils broad winter sports sponsorship strategy

South Korean tyre manufacturer Nexen has agreed deals to sponsor a number of leading winter sports competitions as it seeks to strengthen its brand and increase sales of winter products.

All of the events Nexen will support will take place between now and March 2017 and the news comes as the company looks to engage in winter sports ahead of South Korea’s staging of the winter Olympic and Paralympic Games in 2018.

Nexen said it will sponsor five International Ski Federation (FIS) Ski Jumping World Cup events, including competitions in Germany, Switzerland, and Poland, as well as the FIS-organised snowboard/ski Big Air World Cup.

Nexen will also sponsor 10 World Cup and World Championship events in speed skating, including competitions in South Korea, China, Japan, Canada and Germany, along with seven World Cup and World Championship bobsleigh and skeleton events.

Nexen will be granted exclusive sponsor privileges and the use of competition titles and logos, in addition to venue branding, bib branding, promotional videos broadcast at venues and on-site promotional booths.

In order to increase its brand awareness, Nexen will perform marketing activities such as television commercials, magazine advertisements and sales promotions through tickets for events and hospitality programmes for customers.