Ssangyong Motor is taking part in a series of sporting events in Europe in a bid to strengthen its brand image in the market.
The Norwegian unit of Ssangyong has become the official sponsor for the Birkebeiner moniker, one of the largest sporting events held in Northern Europe, the South Korean-based car manufacturer said on May 15.
The event consists of three races including a long-distance cross-country ski marathon known as Birkebeinerrennet, a cross-country running race called Birkebeinerløpet, and Birkebeinerrittet, the world’s largest MTB race participated by tens of thousands of bikers from across Europe every year.
The historical event first began in 1932 as a long-distance cross-country ski race, in memory of the Birkebeiner, a Norwegian rebel group that saved a royal heir, before becoming Norway’s one of the most beloved sporting events over time.
The move comes as part of Ssangyong’s marketing scheme in Europe, as the company seeks to capitalize on sporting events and build brand awareness among European sports fans
Following a similar move during last year, the Polish unit of Ssangyong Motor has also continued to support the women’s volleyball team MKS DąbrowaGórnicza during the 2017/2018 season.
In Italy, the carmaker took part in Una Mole Di Rugby as an official sponsor, a rugby league for children which was held in Torino earlier this month.
“Ssangyong Motor has garnered praise as a company that specializes in SUVs in Europe following a series of successful models including Tivoli and G4 Rexton,” says Choi Jong-Sik, the CEO of the car maker.
“In a bid to best promote the practical and active characteristics of SUVs and solidify our position as a strong SUV manufacturer in Europe, we are launching a number of localized marketing initiatives, which could also boost global sales,” Choi added.