On January 11, 2011, Madshus and Birkebeiner signed a 3-year partnership contract.
The contract makes Madshus the exclusive ski supplier to Birkebeinerrennet from 2011 through 2013.
Birkebeinerrennet is currently one of the largest ski race in the world, with the signature event alone fielding more than 16,000 participants. Since 2010, the event is expanding to a weeklong ski festival, starting on March 13 with the Half Birkie, Youth Birkie and Kids Birkie, and concluding with the legendary ski marathon on March 19.
For Madshus, it’s important to be right where our customers are. Citizen racers and ski marathon participants are important target audiences for us. Madshus wants to be a strong player in this core market, and the contract with Birkebeiner brings us one step closer to our customers, both physically and in terms of awareness and association. Partnering with one of the strongest event brands in the world contributes to increase the awareness and visibility of Madshus. The partnership between Birkebeinerrennet and Madshus, two strong brand names with tradition and integrity in the Nordic world, will be of mutual benefit to both parts.
Madshus strategy is to be close to our customers, citizen racers and fans, as well as a strong, visible and aware player in the Nordic arena. Our new Madshus Marathon Team fields a strong, talented pool of sponsored racers who will compete in various high-profile ski marathons around the world, Birkebeinerrennet as well as the the popular 50K marathon event Jizerska Padesatka in the Czech Republic, and will help strengthen our position, increase awareness and establish Madshus as one of the strongest players on the international marathon and citizen racing scene.
Global Marketing Manager,