HAYWARD, Wis., May 6, 2015 /PRNewswire/ -- The American Birkebeiner Ski Foundation and Slumberland Furniture are thrilled to announce an extended partnership with the signing of a three-year agreement, naming Slumberland as Title Sponsor of the American Birkebeiner ski race and the Birkie's year-round lifestyle brand. "The connection between the two brands is a natural fit," says Ken Larson, President of Slumberland. "Both organizations play a positive role in the health and lifestyle of their customers, and both emphasize giving back to the community."
Slumberland Furniture's mission is to improve people's lives by helping customers achieve the health and happiness benefits of a better night's sleep, or find more enjoyment connecting with family and friends in a special space at home. Along with that comes a strong commitment to the community. Slumberland donates ten percent of its profits to organizations that assist others at the local, national, and global level. Many of these organizations focus on the needs of youth and families.
The Birkie has likewise evolved over 42 years to become more than the biggest ski race in North America. "Its SKI . RUN . BIKE . LIVE! following and events make it a healthy, active lifestyle for all ages," says Ben Popp, Executive Director of the ABSF.
Slumberland has been a strong supporter of Nordic skiing for many years. Slumberland participated in sponsoring the creation of the Birkie's Classic ski race, a major development in the American Birkebeiner race series. Most visibly, Slumberland is a gold level sponsor of World Champion and Olympian Jessie Diggins.
Birkie skiers come from 48 states and 21 countries worldwide, and there is a strong overlap with the U.S. communities Slumberland serves. The majority of Birkie skiers have a Slumberland store within 20 miles of their home, with online access, so the geographical connection between the brands is very strong.
"We couldn't be happier to have an organization like Slumberland support the ski community and, more broadly, the year-round Birkie lifestyle," says Popp. "Our shared vision and values will create a strong partnership. We're very much looking forward to the next three years."
While Slumberland adds a whole new level of support and involvement as Title Sponsor, the Birkie's partnership with its other major sponsors remains strong, embodying a spirited tradition of moving forward and growing greater together.
For more information, visit www.birkie.com.
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SOURCE American Birkebeiner Ski Foundation
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