World Rally Championship signs new merchandise partner

Finnish merchandising company High Peak has agreed a multi-year deal to become the new official merchandise partner of the World Rally Championship.

Under the deal with WRC Promoter, commercial rights-holder of the motorsport series, High Peak becomes the new market place for all WRC’s officially licensed products, including the championship’s clothing range, car accessories and toys, such as slot-car sets and radio-controlled rally cars.

A brand new webshop has been launched, while High Peak has also developed a state-of-the art sales outlet which will be a key service park attraction at WRC rounds. It includes a walk-around showroom, based on a traditional high street shop, where fans can peruse items and try on clothing before making purchases.    

High Peak partner and head of sales, Sami Eljaala, said the company’s expertise in international motorsport and at high-profile events like Red Bull Crashed Ice in Finland ensures that fans’ expectations will be matched.

Eljaala (right of picture) said: “Our business includes everything from visual designs to on-site, online and partner sales. Event sales is not only about selling but also about creating an experience for the fans.

“We’ve created a purpose-built sales outlet for the service park which fans can walk around at their leisure, feeling the quality of our clothing and trying on items in comfort. That’s what they expect and we want to meet those expectations.”