The FIS Nordic World Ski Championships in Falun 2027 are strengthening preparations ahead of next winter’s major skiing celebration. It has now been confirmed that adidas will join as a national partner and INTERSPORT as the official merchandise partner for Falun 2027.
– We will together be able to build pride, inspiration and confidence in the future around both the sport and the championships, says Patrik Blomquist, Commercial Director of Falun 2027.
The championships begin on February 24, 2027, when the eyes of the skiing world will turn to Lugnet, Falun and Dalarna. With these new partnerships, the organizers are taking another step toward enhancing the overall championship experience.
– We are very pleased to welcome adidas and INTERSPORT as new partners. Together, they represent two of the world’s strongest brands in sport, retail and active lifestyle. They will play an important role in creating energy, visibility and experiences around the championships, says Blomquist.
A key part of the partnership is that Falun 2027’s approximately 2,000 volunteers – known as the Heroes of the championships – will be outfitted in adidas apparel. The volunteers are responsible for everything from assisting spectators to supporting athletes and guests throughout the event.
– Having our volunteers dressed in adidas during the championships will create a strong sense of community, a professional identity and a fantastic visual atmosphere throughout the entire event, says Blomquist.
For adidas, the agreement marks another investment in cross-country skiing following the recently announced partnership with the Swedish national team in Cross-Country skiing.
– The World Championships in Falun will be one of the biggest sporting events of 2027 and the perfect opportunity to strengthen adidas’ presence in a sport with tremendous interest and engagement, says Jakob Wictoren, Senior Manager Wholesale Activation at adidas.
He also highlights the collaboration with INTERSPORT as an important part of the initiative.
– We have a long and successful partnership with INTERSPORT, and it feels completely natural to make this investment together.
INTERSPORT, which holds a strong position within winter sports and cross-country skiing, is looking forward to once again being part of a World Championships in Falun after previously serving as a partner during the 2015 championships.
– Cross-Country skiing is more than just a sport to us – it is part of who we are. That is why it feels both inspiring and an honor to once again be part of the World Ski Championships in Falun, says Pontus Petersson, CEO of INTERSPORT.
Official merchandise and supporter products will be available in INTERSPORT’s online supporters shop already this autumn. During the championships, a more than 1,000 square meter INTERSPORT store will also open adjacent to the competition venue, offering visitors official Falun 2027 merchandise as well as a selected adidas range.