Scania to be title sponsor of Stockholm Open
Scania is to be the title sponsor of the Stockholm Open - one of the oldest tennis tournaments in the world - which is held annually in November. As part of the agreement, the tournament will be known officially as the Scania Stockholm Open from 1997 on.
"This is part of our profiling and marketing campaign. By sponsoring the Scania Stockholm Open, we will be establishing yet another channel to promote our company, our marque and our products, not only throughout Europe, but in other parts of the world in which we are represented," comments Lars Christiansson, Senior Vice President, Communications and Public Affairs.
Among other conditions, the three-year deal between Scania and the promoters
will entitle Scania, as title and main sponsor, to display its logo in the runup to the tournament and during the event itself.
The reasons for Scania's sponsorship of the tournament are several: The Stockholm Open represents much of what Scania stands for. Like Scania, it has a long tradition and is internationally known. The event is also strongly associated with Sweden, not least through the many world stars which the country has produced. Furthermore, the growing international popularity of tennis is in line with the company's representation on the world market.
"Since Scania is now a public company in a completely different manner than before, we need to communicate with a wider public," explains Lars Christiansson. "However, attention and reflection in the world market is only part of that. Another important aspect is that of the public relations opportunities which we will acquire as corporate sponsor. With attractive seats in the arena at our disposal, we will also be in a position to use the tournament as a meeting place for important international business contacts."
"The deal with Scania means that we will be able to strengthen our international competitiveness vis-à-vis other tournaments, to maintain the quality of the event as we approach the next century," comments Johan Flink, president of Scania Stockholm Open.
For further information, please contact Thomas Skoglund,
Communications and Public Affairs, tel. +46-8-553 812 58, mobile +46-708-206 473.
Scania is one of the world's leading manufacturers of trucks and buses for heavy transport applications, and of industrial and marine engines. With 22,200 employees and production facilities in Europe and Latin America, Scania is one of the most profitable companies in its sector. In 1996, turnover totalled SEK 33,700 million and profits after depreciation SEK 2,700 million. Scania products are marketed in about 100 countries worldwide and approximately 95% of total production is sold outside Sweden.