A Norwegian sportswear company, Skogstad Sport, has become an official sponsor of the Cardiff football club in the U.K. The elements of the sponsorship deal include marketing opportunities at Cardiff City's new stadium such as posting the company's logo behind the Norwegian manager of the British team, Ole Gunnar Solskjaer, during interviews as well as through the social media and various other forms of promotions.  Run by Henning Skogstad, the Norwegian company started exporting to the U.K. in 2011 and has grown rapidly since then. Recently, it signed a supply contract with John Lewis, one of the U.K.'s largest retailers.

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