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Coop Norge extends Nordic World Championships support in Infront deal

Athletes compete in the Men's Cross Country 50k race during the 2019 FIS Nordic World Ski Championships in Seefeld (by Lars Baron/Getty Images)

Norwegian supermarket chain Coop Norge has broadened its presence in skiing by agreeing a deal to sponsor the next three editions of the International Ski Federation’s (FIS) Nordic World Ski Championships.

The contract with the Infront agency, exclusive marketing partner of FIS, builds on Coop’s sponsorship of the Nordic Combined World Cup and Cross Country World Cup.

Under the new deal, Coop will be granted exposure at the Oberstdorf 2021 and Planica 2023 Nordic World Ski Championships before stepping up as title sponsor of the 2025 event, for which the Norwegian city of Trondheim is the sole bidder.

Geir Inge Stokke, chief executive of Coop Norge, said: “We believe that this sponsorship will contribute and reinforce the work we do on behalf of our 1.7 million co-owners, both by building pride, but also increasing member benefits, as our co-owners will experience the FIS Nordic World Ski Championships close-up.”

In May 2018, Infront extended its agreement with FIS in a deal to sell sponsorship and broadcast rights to the 2023 and 2025 editions of the Nordic World Ski Championships and Alpine World Ski Championships. The Zug-based agency was granted the rights to the 2019 and 2021 editions in both disciplines in an agreement announced in June 2013.