FIN - Finnish Basketball inks multi-year deal with Microsoft Devices

HELSINKI - The Finnish Basketball Association has signed a multi-year agreement with Microsoft Devices who will become a global partner of the Finnish men's national team, affectionately known as 'Susijengi' or 'Wolfpack'.

Microsoft Devices is the new name for Nokia, which was the main sponsor for the Finnish youth national teams for a decade and consequently the partnership is deemed to be very much a natural continuation for both parties.

The deal was revealed at the recently-opened Susi Training Center - the Finnish Basketball Association's dedicated practice facilities located at Kisakallio Sports Institute.

The two-year contract between Microsoft and the Finnish Basketball Association covers the 2014 FIBA Basketball World Cup and EuroBasket 2015.

Microsoft Devices will be the exclusive partner visible on the Wolfpack's game apparel and will leverage the Wolfpack's positive story and player personalities in its own marketing communication and events.

"We are happy that Microsoft Devices is following up on the investments made by Nokia in Finland's youth national teams," declared a delighted Finnish men's national team head coach Henrik Dettmann.

"Top-level sports requires a long-term approach and the support from Nokia allowed us to develop our youth national team programme, as well as increasing the amount of practices and games to a similar level as the countries we compete against."

Nokia's partnership with the Finnish youth national teams started in 2002, with the agreement specifically focused on supporting and developing young basketball talents, in addition to developing the Association’s coach training programmes.

"Current national team stars Petteri Koponen, Gerald Lee Jr, Shawn Huff and Mikko Koivisto are just a few of the players who benefited from the Nokia Youth Team programme," continued Dettmann.

"Many new players will also come through the same pipeline in the coming years.

"We've been determined to identify partners for the Wolfpack that understand what we stand for and want be a part of our story and are eager to develop joint marketing initiatives.

"I'm convinced that Microsoft Devices will be a great partner for us," he added.

Microsoft Devices CMO, Tuula Rytila is also thrilled to be collaborating with the senior men's national team and commented: "I'm happy on behalf of Microsoft Devices that we're continuing this partnership that Nokia started with the Finnish Basketball Association.

"It's the first time in the history of Finnish basketball that the Wolfpack has reached the FIBA World Cup and we are excited to support the team's fighting underdog spirit.

"The Wolfpack story is proof that consistent long-term teamwork delivers success."

The current rise of Finnish basketball is considered to be the product of long-term strategic investment over the last eight years, with the Wolfpack one of Europe's most improved national teams in that time period.

At EuroBasket 2013, Finland was one of the big surprises of the tournament as they conquered Turkey, Sweden, Russia, Greece and hosts Slovenia en-route to a second consecutive ninth-place finish in the event.

The Wolfpack also added a major chapter to its underdog story in February, when receiving a wild card for the 2014 FIBA World Cup.

And, even before the tournament has tipped off, Finland has made a major statement with a reported 7,000 Finnish fans expected to travel to Spain to root for their home nation in its first ever appearance at the event.

FIBA