It’s probably nigh on impossible to be a Finnish tyre maker and not be constantly associated with frigid conditions, but Nokian Tyres embraces this stereotype. Not only does it flaunt strong credentials in the winter tyre segment, but the company is also happy to associate with events that require spectators to rug up. The latest engagement is sponsorship of the 2026 and 2027 IIHF Ice Hockey World Championships.
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