Fristads Becomes Event Partner for the FIS Cross-Country World Cup Final in Ulricehamn 2027
When the world's elite cross-country skiers arrive in Ulricehamn on 19-21 March 2027, the event will bring together world-class competition and strong local engagement. For Fristads, founded in Fristad just outside Borås, the partnership is an opportunity to be part of a major international sporting event close to home.
As part of the partnership Fristads will provide official World Cup jackets for the approximately 700 volunteers who will be working during the World Cup Final.
"We are incredibly excited to be part of the World Cup Final in Ulricehamn. As a company with deep roots in this region, it feels especially meaningful to outfit the 700 volunteers who will help make this event possible. Behind every great performance are people working together toward a common goal, and that is something we strongly identify with. For us, this partnership is about much more than the jackets themselves. We look forward to creating engagement and meaningful connections with people before, during and after the event," says Sofia Wackling, Marketing Director, Fristads.
More Than Sponsorship
The partnership extends beyond traditional sponsorship opportunities. Fristads and the World Cup Final organisers are already exploring activities and initiatives designed to engage spectators, volunteers, customers and employees in connection with the World Cup Final.
“Our dialogue with Fristads has been creative, proactive and forward-looking from the very beginning. We have spent more time discussing what we can create together than traditional sponsorship rights and visibility. That is exactly how we want to develop our partnerships," says Jonas Peterson, Marketing Manager for the World Cup Final in Ulricehamn.
While the official World Cup jackets will create a strong shared identity during the event, the ambition extends far beyond race weekend. Together, Fristads and the organisers of the FIS Cross-Country World Cup Final in Ulricehamn aim to create a sense of community, pride and engagement that lives on long after the event ends.
Event details
Date: 19–21 March 2027
Location: Ulricehamn, Sweden
Event: FIS Cross-Country World Cup Final
Organiser: Ulricehamn Ski Event AB
About Fristads
Fristads has challenged and driven the development of durable and functional workwear since 1925, always with professional workers in mind and with innovation and sustainability as drivers. Our range of clothing includes classic as well as contemporary garments for a wide range of industries and our garments are made to meet the highest standards when it comes to quality, safety and comfort. Fristads is part of Hultafors Group, which is owned by Investment Latour AB and offers a broad portfolio of products and brands catering to professional craftsmen. Read more about Fristads at www.fristads.com.
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