Helly Hansen extends 40-year partnership

One of the longest strategic partnerships in the sporting goods industry is to get even longer. Helly Hansen and the Norwegian Sailing Federation (NSF) are extending their partnership of 40 years.

The Norwegian brand and the NSF have this week signed a new four-year cooperation agreement, extending one of the longest partnerships in Norwegian sponsorship history. The collaboration, which began in 1986, is approaching its 40th anniversary in 2026, while Helly Hansen is preparing for its 150th anniversary in 2027.

“This partnership is exceptional because it gives us direct access to field expertise from experienced athletes. The insights we gain are integrated directly into our product development process and strengthen our position as an authentic brand,” said Lars Bolin, Helly Hansen’s Nordic Marketing Manager.

This agreement is part of a larger international sponsorship strategy for Helly Hansen, which includes partnerships with prestigious sailing events such as The Ocean Race and the New York Yacht Club’s American Magic project for the America’s Cup. The company is also the official partner of the Norwegian national alpine skiing team until 2030, which creates unique synergy opportunities.

The NSF’s Sports Director, Eirik Verås Larsen, emphasizes the value of long-term cooperation: “Today’s sponsorship landscape requires more than logo exposure. Together with Helly Hansen, we have developed a partnership where both parties gain genuine, long-term value. For us, it’s about predictability and quality equipment for our athletes. For Helly Hansen, it’s about product development and authenticity in the market.”

The agreement covers both elite and grassroots sports, with earmarked funds for league sailing to increase the breadth and recruitment of Norwegian sailing. It covers the supply of clothing to national teams and the support of grassroots activities. 

Helly Hansen was founded in Moss in 1877 by a sailor, Helly Juell Hansen.