Apollo Tyres' Vredestein brand to increase awareness through ski championship sponsorship

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Apollo Tyres'
Published on
January 19, 2023

Apollo Tyres, the parent company of the Vredestein premium tyre brand, announced today that it has signed a sponsorship deal to become an Official Sponsor of the 2023 FIS Alpine World Ski Championships. The event will be held in Courchevel Méribel, France, from February 6th to 19th, 2023.

The sponsorship is aimed at increasing awareness of Vredestein's award-winning winter (Wintrac and Wintrac Pro) and all-season (Quatrac and Quatrac Pro) tyre ranges. The FIS Alpine World Ski Championships is a flagship event in the global winter-sports calendar and is expected to attract millions of viewers. In 2021, the event secured a combined TV audience of over 126 million, while the event’s online coverage achieved more than 357 million views and over 11 million likes.

During the event, the Vredestein brand will be prominently featured on participants' bibs, as well as on banners and backdrops for the highly competitive adrenaline-fuelled events, which include ‘Alpine Combined’, ‘Super G’, ‘Downhill’, ‘Parallel Slalom’, ‘Giant Slalom’, and ‘Slalom’. The agreement was brokered by Infront, the 2023 FIS Alpine World Ski Championships' exclusive marketing partner.

"This significant new commitment to winter sports provides an ideal platform to increase positive awareness of some of Vredestein’s unique brand and product attributes," explains Benoit Rivallant, President and CEO at Apollo Tyres. "Our winter and all-season tyres have many natural synergies with the world of competitive skiing, in particular the shared focus on achieving superior standards of performance and safety on snow and ice. The Championships attracts a highly engaged audience that understands and appreciates premium-quality products, and this new agreement will help us quickly elevate the profile of Vredestein in established territories and in key growth markets for the brand across Europe.”

Bernard Front, Courchevel Méribel 2023 President, said: “As the organiser of the FIS Alpine World Ski Championships Courchevel Méribel 2023, we are always very happy to have a new partner who is committed to the mountain. Together, we are working to make this event a real showcase for the mountain and ski world. Thank you to the premium tyre brand Vredestein for accompanying us and participating with us in this great celebration of French and international skiing.”

Vredestein has already received recognition in independent winter and all-season tyre tests. The Vredestein Quatrac Pro high-performance tyre was recognized as overall ‘Price/Quality Winner’ by Auto Motor und Sport, and ‘recommended’ by ACE Lenkrad magazine in its September all-season tyre test. The standard Vredestein Quatrac, which is suited for family cars and SUVs, achieved second place in AutoBild’s highly competitive all-season tyre test, being singled out as ‘exemplary’. Vredestein’s range of winter tyres also performed well in recent independent tests.

Founded in the Netherlands in 1908, the Vredestein premium tyre brand has built a reputation for quality and innovation. This sponsorship is a continuation of Vredestein's commitment to providing safe and high-performing tyres for winter and all-season use.

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