How does sponsoring help Polar meet its marketing and communication goals?
Toni Roponen: Our sponsoring engagements help Polar primarily in two areas: to increase the brand’s general visibility and to grow our brand awareness in key markets. We feel that it is essential for us to be seen as partner of some of the leading endurance sports because our customers are fundamentally people who appreciate such sports, are interested in fitness and themselves exercise regularly. At the same time, we are using sport sponsoring to educate our target market about our broad range of products. While our origins are in heart rate measurement – we continue to be the world leader in that field – Polar today provides training technology and tools for anyone who seeks to improve their fitness or performance, no matter in what sport, even team sports. Q. Please describe the different ways that you are directly involved in sport sponsoring? Toni Roponen: Polar has served as the FIS Timing Partner for Cross-Country Skiing for two seasons and also stepped in as the “Official Heart
