Nokian Tyres is giving hockey fans across North America a once-in-a-lifetime opportunity to experience the pinnacle of international ice hockey, combining elite sport, global travel, and the brand’s long-standing connection to winter performance. Through its newly launched “Carve the Corners” contest, the Finnish tire manufacturer is offering fans in the United States and Canada a chance to win an all-expenses-paid trip to the 2026 IIHF Ice Hockey World Championship, set to take place in Zurich, Switzerland.
A Global Hockey Experience Up for Grabs
Running from February 6 through March 20, the Carve the Corners contest invites hockey enthusiasts to enter for a chance to attend the tournament’s highly anticipated semifinal games on May 30, 2026. Nokian Tyres will randomly select two winners, one from the United States and one from Canada, with each winner receiving a prize package for themselves and a guest.
The prize includes round-trip airfare, hotel accommodations, and tickets to the semifinal matches, removing the logistical and financial barriers that often make international sporting events inaccessible to fans. For many hockey followers, attending the IIHF Ice Hockey World Championship in person—especially in Europe, where the sport commands enormous cultural significance—is a dream scenario.
Zurich, one of Switzerland’s most vibrant cities, will serve as the backdrop for the semifinal round, offering winners not only world-class hockey but also an immersive European travel experience.
Engaging Fans Beyond the Giveaway
In addition to the main prize drawing, the contest platform offers interactive elements designed to deepen fan engagement with the tournament. Hockey experts and casual fans alike are encouraged to test their knowledge by predicting the eventual tournament champion and the leading goal scorer of the championship.
These predictive features transform the contest into more than a simple sweepstakes, positioning it as a hub for hockey discussion, analysis, and anticipation as the championship approaches. The contest page also highlights Nokian Tyres’ product lineup, drawing a connection between the brand’s performance-driven philosophy and the precision, control, and resilience demanded in elite ice hockey.
Celebrating a Major IIHF Partnership Milestone
The “Carve the Corners” campaign coincides with a significant moment for Nokian Tyres: the first year of a two-year partnership as an Official Sponsor of the IIHF Ice Hockey World Championship. The 2026 tournament will run from May 15 through May 31, featuring 16 of the world’s top national teams competing across 64 games for the coveted World Champion title.
This sponsorship reinforces Nokian Tyres’ deep roots in winter sports and cold-weather performance. As a Finnish company, hockey is woven into the cultural fabric that shaped the brand. By aligning itself with one of the most prestigious international hockey tournaments, Nokian Tyres is reinforcing its identity as a company built for extreme conditions, precision control, and confidence on ice.
Dedicated Opportunities for Tire Dealers
In addition to the consumer-facing contest, Nokian Tyres has launched a separate giveaway exclusively for tire dealers, further strengthening its relationship with retail partners across North America. Dealers play a critical role in the company’s market presence, and this parallel contest recognizes their contribution while offering them a chance to experience the championship firsthand.
The dealer-focused promotion is being communicated through Nokian Tyres’ internal and partner-facing channels, ensuring strong participation and alignment across the company’s distribution network. By extending the campaign beyond consumers to include dealers, Nokian Tyres is leveraging the IIHF partnership as both a branding initiative and a relationship-building tool.
A Multi-Platform Marketing Push
To maximize reach and engagement, Nokian Tyres is promoting the “Carve the Corners” contest across a wide array of social media platforms, including Facebook, Instagram, TikTok, and Threads. Fans are encouraged to follow the brand for contest updates, hockey-related content, and driving tips tailored to winter and all-weather conditions.
The social strategy blends sports storytelling with product relevance, linking the excitement of international hockey with everyday driving performance. As the tournament draws closer, Nokian Tyres plans to sustain momentum with ongoing hockey discussions, behind-the-scenes insights, and educational content that highlights how tire technology contributes to safety and control in challenging environments.
Grassroots and Media Partnerships Across North America
Beyond digital channels, Nokian Tyres is activating a broad network of tire dealers, hockey media outlets, and grassroots partners throughout the United States and Canada. The campaign is being promoted in dealer showrooms, where fans and customers can learn about the contest while shopping for tires.
Hockey-focused podcasts, local media discussions, and community-level outreach are also playing a role in spreading awareness. This multi-touchpoint approach ensures the campaign reaches both die-hard hockey fans and everyday drivers who may not yet associate tire technology with elite winter sports performance.
A Legacy Built on Ice and Snow
Nokian Tyres’ connection to winter conditions is not a marketing construct—it is the foundation of the company’s history. More than 90 years ago, the Finnish tire maker invented the world’s first winter tire, setting the standard for traction, safety, and control in icy and snowy conditions.
Since then, the company has evolved into a global tire manufacturer producing winter, all-season, and all-weather tires designed to perform across a wide range of climates. Nokian Tyres operates three manufacturing facilities worldwide, including its award-winning North American factory in Dayton, Tennessee, which serves as a cornerstone of the company’s presence in the U.S. market.
This heritage of innovation aligns naturally with the demands of international ice hockey, where split-second decisions, grip, and stability can determine outcomes. The IIHF partnership allows Nokian Tyres to tell that story on a global stage.
The Global Significance of the IIHF World Championship
The IIHF Ice Hockey World Championship is widely regarded as the largest annual winter sports event in the world, attracting millions of viewers across Europe, North America, and Asia. Unlike professional leagues, the tournament brings together national teams, showcasing regional styles of play and fierce national pride.
Each year, the championship serves as a proving ground for established stars and emerging talent, delivering high-stakes competition across a compressed schedule. With 16 national teams battling through group stages and knockout rounds, the tournament’s intensity builds steadily toward the medal games.
For fans, attending the semifinals represents a unique vantage point, offering the chance to witness the sport at its most competitive moment just before champions are crowned.
Bridging Performance, Passion, and Travel
Through the “Carve the Corners” contest, Nokian Tyres is connecting its product philosophy with the passion of hockey fandom. The campaign blends performance-driven messaging with experiential rewards, turning brand engagement into a tangible, unforgettable journey.
By offering a fully funded international trip, Nokian Tyres is elevating the contest beyond traditional promotions, positioning itself as a brand that rewards loyalty, celebrates shared values, and understands the emotional connection fans have to the sports they love.
Source Link:https://www.businesswire.com/
