Nexen Tire Corp. is bulking up its sports marketing portfolio in anticipation of the 2018 Winter Olympics in Pyeonchang, Korea. The tire company will sponsor four global winter sports competitions leading up to the Winter Olympics.

The 2018 games will be held just a few hours away from Nexen's world headquarters, and the company says it made sense to grow its partnerships with winter sports as the Olympics approach.

Nexen will be granted exclusive sponsor privileges, including the use of competition logos and titles, plus branding on bibs, promotional videos broadcasted at venues, and on-site promotional booths at events between November 2016 and March 2017.

Nexen will sponsor five FIS Ski Jumping World Cups hosted by the International Ski Federation in Germany, Switzerland, and Poland. Nexen also will sponsor the snowboard/ski Big Air World Cup hosted by the International Ski Federation. The freestyle Ski World Cup is going to be held in four countries while Snowboard World Cup will be held in six countries.

Nexen will sponsor 10 World Cups and championship events in speed skating hosted by the International Skating Union in nine countries, including South Korea, China, Japan, Canada, and Germany. Finally, Nexen Tire will sponsor seven World Cup and the World Championship bobsleigh and skeleton events hosted by the International Bobsleigh and Skeleton Federation.

Nexen will conduct diverse marketing activities, including television commercials, magazine advertisements, out-of-home advertisements, sales promotion through tickets for matches, and hospitality programs for customers in order to beef up its brand awareness and promote the sale of winter products.

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