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6.12.2001
Saab and Salomon to open up new Sporting Frontiers

Saab and sports equipment company Salomon announced on December 3 a global partnership in adventure and action sports. The three-year agreement includes sponsorship for sports programs and teams and cross-promotion programs at leading sports locations, Saab and Salomon brand experience centers and major retail outlets.

Salomon, the leading freedom action sports equipment company, and Saab recently announced a global partnership in adventure and action sports. For Saab, the partnership represents a further shift away from conventional, mass marketing to a more focused, experience-orientated communication strategy. For Salomon, a world market leader in action sports equipment, footwear and clothing, the association further extends its brand appeal, allowing it to accelerate the development of freedom action sports.

The three-year agreement secures substantial sponsorship for international sports programs and world class teams within Salomon's portfolio of sports in the fast-growing territories of outdoor sports, adventure racing, free-skiing and In-line skating.

The two companies will also carry out cross-promotion programs at leading sports locations, Saab and Salomon brand experience centers and major retail outlets.

Announcing the global partnership, Knut Simonsson, Saab Automobile's Brand Director, said: "There is a natural synergy between the Saab and Salomon brands. We both have high quality, innovative products and appeal to individualistic customers who like to make their own decisions in life, including their choice of sport."

"The structure of our partnership will allow us scope to develop what we call 'experience marketing'. Brand exposure at international and national level will be followed up by local interactive events, involving Saab dealers, our sponsored teams and opportunities to test drive Saab cars or evaluate Salomon products."

Next year the Saab/Salomon partnership includes:

  • The inaugural Saab Crossmax Series by Salomon, from January to April.
  • The new Saab Salomon X-Adventure series, with five events in Europe and the US from June to October.
  • In-line speed skating. Sponsorship of an international, professional team.
  • Support for outdoor freeride events.