After 17 years as a main sponsor, Preem has chosen not to extend its sponsorship with Vasaloppet.

Preem has been one of Vasaloppet’s main sponsors for 17 years; however, in recent years, criticism of the partnership has grown. In February, 55 cross-country skiers signed an open letter claiming that the company was using Vasaloppet for “greenwashing.”

Now, Preem has decided not to renew the contract, which is set to expire in September.

“As Preem has chosen not to extend the partnership, we can look back on a long and rewarding journey together. Just like with many of our other collaborations, Preem has been an important part in enhancing the participants’ experience on site in the Vasaloppet Arena. Now they have chosen to move on, and at Vasaloppet we continue our journey forward to get Sweden moving,” says Johan Eriksson, CEO of Vasaloppet, in a press release.

Main sponsor since 2009

From Preem’s side, they thank Vasaloppet for the sponsorship that dates to 2009.

“Vasaloppet has been a successful and valuable sponsorship for Preem for over 17 years. A partnership we are proud of, which has contributed significant value and brought joy to both our employees and the participants. We want to extend a warm thank you to all the skiers and Vasaloppet enthusiasts we have met on and off the course over the years, and to Vasaloppet for a fantastic collaboration,” says Ulrica Bååthe, Head of Brand and Marketing Communications at Preem.

Also Read: SEK 289 million for the Vasaloppet municipalities after Winter Week

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