Event partner of the FIS Cross-Country World Cup Final in Ulricehamn

When the world's elite cross-country skiers come to Ulricehamn, Sweden in March 2027, we are proud to be an Event Partner of one of the region's largest sporting events. With our roots in Fristad, just a short distance from Ulricehamn, and more than 100 years of history in the Sjuhärad region, we see the partnership as a natural way to contribute to an international sporting event on home soil.

Dressing the people behind the World Cup

A key part of the partnership is providing official World Cup jackets for the approximately 700 volunteers who make the World Cup Final possible. Each volunteer will receive an official World Cup jacket, creating a strong shared identity throughout the event while providing the right conditions for long days outdoors.

"As a company with deep roots in this region, it feels especially meaningful to outfit the 700 volunteers who will help make this event possible. Behind every great performance are people working together toward a common goal, and that is something we strongly identify with. For us, this partnership is about much more than the jackets themselves. We look forward to creating engagement and meaningful connections with people before, during and after the event."

​​​​​​​Sofia Wackling, Marketing Director, Fristads

Event partner of the FIS Cross-Country World Cup Final in Ulricehamn

When the world's elite cross-country skiers come to Ulricehamn, Sweden in March 2027, we are proud to be an Event Partner of one of the region's largest sporting events. With our roots in Fristad, just a short distance from Ulricehamn, and more than 100 years of history in the Sjuhärad region, we see the partnership as a natural way to contribute to an international sporting event on home soil.

Dressing the people behind the World Cup

A key part of the partnership is providing official World Cup jackets for the approximately 700 volunteers who make the World Cup Final possible. Each volunteer will receive an official World Cup jacket, creating a strong shared identity throughout the event while providing the right conditions for long days outdoors.

"As a company with deep roots in this region, it feels especially meaningful to outfit the 700 volunteers who will help make this event possible. Behind every great performance are people working together toward a common goal, and that is something we strongly identify with. For us, this partnership is about much more than the jackets themselves. We look forward to creating engagement and meaningful connections with people before, during and after the event."

​​​​​​​​​​​​​​Sofia Wackling, Marketing Director, Fristads

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More than a sponsorship

This partnership is about more than visibility during the competition weekend. Together with the organisers, we aim to create activities and meeting places that engage volunteers, visitors, customers, and employees before, during, and after the World Cup Final. Our ambition is to contribute to a sense of community, pride, and engagement that lives on long after the final race has been decided.

The collaboration also reflects our long-standing expertise in developing workwear for professionals. By outfitting the people who make the event possible, we contribute with the knowledge, quality and experience that have been at the core of Fristads workwear for more than a century.

World Cup Final at a glance:

Date: 19-21 March 2027
Place: Ulricehamn, Sweden
Event: FIS Cross-Country World Cup Final
Organiser: Ulricehamn Ski Event AB
Website: https://worldcupulricehamn.com/en/

Expected attendance: Approximately 55,000 visitors
Expected audience reach: Approximately 3.5 million viewers worldwide