Norwegian retail cooperative Coop has agreed a deal to sponsor the International Ski Federation’s (FIS) Cross-Country World Cup.
According to Norwegian broadcaster TV2, Coop has signed a four-year deal with the FIS. The deal reportedly includes the option for a further four years.
TV2’s report added that the deal would be worth between NOK15m (€1.6m/$1.8m) and NOK20m per year. Coop is set to benefit from brand exposure across World Cup courses, at the starting line, on the athletes’ ski suits and in various other places.
Coop chief executive Geir Inge Stokke told TV2: “There is a lot of interest in the World Cup. That means good visibility, so we found out that this suited us well. We have previously sponsored individual races at the World Cup but we have now become a general sponsor.”
Coop previously sponsored the Norwegian Ski Federation.