Nokian Tyres plc will be the official tire of the Xfinity Birds of Prey Auto FIA Ski World Cup event, which will take place Dec. 6-8 in Beaver Creek, Colo.

"The partnership is another step in Nokian Tyres' quest to expand its presence in North America," say Nokian officials.

"We believe that people who enjoy elite World Cup ski events also appreciate their own beautiful journeys to the slopes," says Nokian Director of Marketing Hans Dyhrman. "We're excited to tell them how our premium tires can enhance their journeys this season and beyond."

Nokian recently announced that it will continue as the official tire of adventure lifestyle company POWDR, which owns and operates winter resorts in Utah, Vermont, Colorado and Oregon.

"Nokian is interacting with more skiers and snowboarders than ever before through a wide array of marketing efforts."

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