Promoting Norway’s biggest sports event

Client: Arctic Race of Norway

01 | Challenge

The Arctic Race of Norway (ARN) is Norway’s biggest cycling and annual sport event. It attracts approximately 65.000 spectators and is broadcasted live in over 180 countries worldwide. ARN needed the right media attention for several reasons; Press coverage is vital in order for the sponsors to receive return on their investment, as well as for attracting new sponsors. Press coverage also attracts a bigger audience and motivates locals to help create a great atmosphere during the race. Moreover, press generates a higher interest in the sport of cycling, which is positive for ARN in the long run.

In 2016, EHRENBERG Kommunikation acted as head of press for ARN before, during and after the race. The challenge was that in 2016, the Arctic Race was scheduled at the same time as the Rio Olympics and the start of the new English Premier League 2016/17 season, which created competition both in relation to TV-time and coverage in print media.

02 | Solution

In addition to assisting media present during the race, we also created media content and distributed it to the Norwegian media. This included doing research, interviews and pitching media. By doing so, we managed to secured attention in media for the participating riders, the results of the race, side-race activities and for ARN’s sponsors. 

In order to make this possible, a close cooperation with the sport directors, agents and riders was vital. Equally important was the knowledge of how to frame the race in a way that would interest the press. In addition, our close cooperation with the organization behind the Arctic Race was important and helped us discover stories that the press would be interested in.

03 | Result

Close to 3 000 articles about the Arctic Race of Norway were published between the 1st of January 2016 until the 31st of August, reaching more than 160 million potential readers. The estimated advertising value measured approximately 13,4 million DKK. During the week of the race alone, more than 1000 media stories were published/broadcasted, giving an estimated value of more than 37 million DKK.  

13,4 m

DKK in advertising value



Interested in this case?

Allan Sonne Sørensen
Partner & CEO

+45 51 88 82 70