L’Oréal Become ‘Official Lifestyle Partner’ of 2012 World Snowboarding Championship

L’Oréal have become the official lifestyle partner and supplier to the World Snowboarding Championships in February 2012.

The deal was brokered by IMG Media, a division of IMG Worldwide, the global sports, fashion and media company.

The agreement will allow L’Oréal Norway to receive category exclusivity, worldwide branding, onsite activation and to be incorporated in all official event marketing. Furthermore, L’Oréal Norway is planning various activities and competitions to promote their L’Oreal brands, including L’Oreal Men Expert and Garnier.

The World Snowboarding Championships (WSC), held every four years, brings the best 240 snowboarders from 30 countries together in the highest quality competitive freestyle snowboard environment in the world. A monster quarter pipe event in the legendary Holmenkollen ski jumping arena will kick start the finals, offering equal prize money to the rider who can impress with the biggest jumps in this extremely demanding show competition.

The pinnacle event of the snowboarding calendar, the event crowns a male and female World Champion in both slopestyle and halfpipe competitions. The WSC is the platform for riders to take snowboarding to the next level, setting the standard for future tournaments and events. IMG Media serves as the event’s media partner.

Floris Weisz, Sales Executive, IMG Media, said: “We are very excited to have brokered the deal to bring L’Oréal on board as the Official Lifestyle Partner and Supplier for the World Snowboarding Championships 2012. L’Oréal itself, as well as Men Expert and Garnier, are extremely strong brands that appeal to the young fans and riders themselves. L’Oréal will have a great opportunity to showcase their brands to the Norwegian consumer and beyond.”

Jan van der Lee, Commercial Director L’Oréal Norway, commented: “We are very proud to be the official lifestyle sponsor of the World Snowboarding Championship, and see this as an excellent opportunity to reach our target group — both men and women. We have visited the WSC organization and checked out their plans for the event. Everything from arenas to the concert venue is amazing, and we can’t wait to make everyone look even better with great products from L’Oréal Men Expert and Garnier Skin Naturals.”

Henning Andersen, Director World Snowboard Championships, added: “You can’t win the World Snowboarding Championships without style — neither at day nor night. Style is crucial to impress the judges in daytime. At night, L’Oréal makes all look good as the lifestyle partner of the World Snowboarding Championships. Not only is L’Oréal one of the first sponsor to support us, but they also bring fun activities to the event. We are very grateful with this partnership.”