Sebago Joins Swedish Match Tour: The Shoe Manufacturer Becomes The Official Footwear Supplier To The Tour

ROWAYTON, Conn. (March 17, 2005) — The Swedish Match Tour has reached agreement with footwear manufacturer Sebago (Rockford, Mich.), a division of Wolverine World Wide Inc., to become the Official Footwear Supplier to and a Sponsor of the global professional match-racing series.

As part of the agreement Sebago will receive prominent exposure on Swedish Match Tour television programs and at on-site display areas. Sebago also will have use of the Swedish Match Tour logo when marketing, advertising and promoting Sebago footwear.

“As Sebago expands its performance marine category, the Swedish Match Tour plays an important role in reinforcing our brand awareness and credibility with accomplished sailors around the world,” said Keith Anderson, director of marketing for Sebago. The locations where these match races take place are strategically important to growing Sebago internationally. Each venue will have different racing conditions—an ideal environment to put our technology to the test.”

Sebago footwear is sold in more than 85 countries and is prominent in each of the nine countries the Tour visits – Bermuda, Croatia, Denmark, Germany, Italy, Japan, Portugal, Sweden and Switzerland. Sebago also may display Tour promotional materials at boat shows around the world where Sebago is represented.

“The Swedish Match Tour is delighted to have an esteemed company such as Sebago as an Official Partner,” said Pierre Tinnerholm, President of the Swedish Match Tour. “Sebago’s brand recognition is a mark of distinction for the Swedish Match Tour.”

Founded in New England in 1946, Sebago has relied on salt water, sea air and rugged adventure to evolve into a global footwear brand recognized for credible performance and authentic nautical style.

Sebago has three categories of shoes; Classics, representing quintessential American style, Casual Marine, a relaxed alternative to the Classics line, and Performance Marine, for anyone requiring nautical performance.

Sebago has long been a sponsor of sailing and match-racing. In 1984 it was the first U.S. company to sponsor an entry in the OSTAR, from England to the U.S. It was a sponsor of the former Liberty Cup Regatta in New York Harbor in 1986 and ’87. It has since sponsored U.S. America’s Cup syndicates in 1992 and ’95. Sebago has also sponsored the U.S. Sailing Team in the past.

Sebago is the latest prominent company to become an official sponsor of the Swedish Match Tour. Last year BMW (Munich, Germany) joined as an Official Partner and the Official Car of the Tour.

“Being part of a respected, worldwide yachting event, combined with the ability to test product and receive feedback is an excellent fit for our global marketing strategy,” said Anderson of Sebago. “We are pleased to be associated with the sailors, the sponsors and the organizers of this important sailing event.”

Long-time Tour partners include Musto (Essex, England), the clothing supplier to the Tour, and Wedgwood (Stoke-on-Kent, England), the trophy supplier. Other partnerships have been reached in the past eight months with Travel Places (West Sussex, England), as the Official Travel Partner, and Trident Studios (Newport, R.I.), which provides half-models of the Swedish Match 40.

Sebago and the Swedish Match Tour have entered into a one year agreement, with exclusive negotiating rights to extend the period to a longer term.

The Swedish Match Tour is in the midst of its sixth season, and American Ed Baird (St. Petersburg, Fla.) leads the standings with 65 points. The season resumes May 1-8 with Stage 5, the Toscana Elba Cup – Trofeo Locman in Porto Azzurro, Italy. The season began last July with the Portugal Match Cup.

For more information on the Swedish Match Tour, its competitors and events, plus copyright free photos for editorial use, please visit the official Tour Web site, www.swedishmatchtour.com. Swedish Match Tour television programs may be viewed by clicking on the Tour television button on the home page of the Web site.