COLCHESTER, Vt.—Nokian Tyres Inc. has been named an official sponsor of the NFL in Canada, through Super Bowl LIV in 2020.
"The partnership with NFL Canada is another example of Nokian Tyres' investment in North America and will help fuel sales and increased brand awareness throughout Canada," Tommi Heinonen, head of Nokian Tyres North America, said. "With its longstanding traditions of performance, quality, durability and continuous improvement, the NFL brand aligns with Nokian Tyres, making this partnership a natural fit."
According to the company, Nokian's winter tire lineup and the importance of performing in demanding conditions aligns with the NFL's strengths. Nokian said both brands are committed to excellence in their industries and share a commitment to promoting safety, environmental stewardship and sustainability.
"NFL Canada is truly proud to be working with Nokian Tyres to collaborate and help accelerate its business in Canada," said David Thomson, managing director of NFL Canada. "Like the NFL and our players, Nokian Tyres sets itself apart in the market through unparalleled teamwork and commitment to excellence, which makes our new partnership so powerful in Canada."
NFL Canada states on its website that more than 100,000 Canadians attend NFL games in border cities Buffalo, Detroit, Minnesota and Seattle, and some 700,000 more watch on television.
This marks the second North American sponsorship that Nokian has announced in recent months. The other is with the Park City, Utah-based POWDR resorts and represents an effort to connect with its adventure-seeking clientele.
Nokian also is expanding its manufacturing presence in North America. On May 3, Nokian announced plans to build a $360 million plant near Dayton, Tenn. The 830,000-sq.-ft. plant will be rated at 4 million car and light truck tires per year with an accompanying 600,000-tire warehouse.
Nokian specializes in making tires for cars, trucks and special heavy machinery in areas with special challenges on tire performance: snow, forests and harsh driving conditions in different seasons.
In 2016, Nokian had approximately 4,400 employees and net sales of approximately $1.5 billion.