Slumberland Extends Sponsorship with Ski Group

May 7, 2015  by in Community / Charitable Support, Industry   

The three-year agreement makes Slumberland the title sponsor of the American Birkebeiner ski race and the Birkie’s lifestyle brand.

"The connection between the two brands is a natural fit," said 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 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," said Ben Popp, executive director of the ABSF.

Slumberland has been a supporter of Nordic skiing for many years. Slumberland participated in sponsoring the creation of the Birkie's Classic ski race. 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," Popp said. "Our shared vision and values will create a strong partnership. We're very much looking forward to the next three years."