Burton Snowboards and Volvo Cars of North America, the primary sponsor of the U.S. Open Snowboarding Championships, have signed a three-year deal for Volvo to sponsor and display automobiles at Burton’s North American snowboard events.
Volvo will be showing off its new Volvo S40 sedan and Volvo V50 sports wagon during the Burton Demo Tour, which runs through the March 14-20 U.S. Open at Stratton Mountain in Vermont.
The companies said both would benefit from the partnership. Volvo provides Burton added support and resources, enabling Burton to increase its event offerings, and Burton has increased and legitimized Volvo’s exposure to the youth market, which is the primary audience for its new Volvo S40 and Volvo V50 vehicles.
“Burton has a lot to offer Volvo in terms of legitimate exposure to youth culture,” said Bryan Johnston, VP-global marketing for Burton, said in a statement. “Likewise, Volvo has much to offer Burton by helping us take our events to the next level through their support and partnership.”
Volvo also plans to award a Volvo V50 Sport Wagon to both the male and female U.S. Open champion.
The deal was handled internally by Burton.
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