We are proud to announce a new and exciting partnership to reach young people with Brettforbundet (the Norwegian Board Association), and their profiles. With shared values related to a healthy lifestyle and community, we see great opportunities in this partnership.
Brettforbundet is a joint association for the three original board sports: snowboarding, skating and surfing.
“It is incredibly exciting that such a renowned player as Lerøy is joining the team. This shows that the board sports community and our values are attractive to strong brands. We look forward to the road ahead,” says Bijora Sardarian, Secretary General of Brettforbundet.
“Board sports represent play, community and inclusion. Therefore, it is important for us to collaborate with innovative players who see the value in our environments,” says Thomas Harstad, Marketing and Organization Manager at Brettforbundet. Through our sports, Brettforbundet has a unique opportunity to engage and inspire a young and active target group. Our profiles have great influence through social media, and with this partnership we will help put good nutrition and Norwegian fish on the map for a new generation, both nationally and internationally.
The role of the Norwegian Snowboarding Federation is to create arenas where young people can play and develop, compete and build community. With support from Lerøy, we strengthen our implementation capacity and ability to assist our clubs in their important work. We also look forward to working closely with Lerøy on the road to great achievements, including the Olympics and PL in 2026, where we have great ambitions for medals in both Slopestyle, Big Air, and Snowboardcross. “Our athletes live from and for the sport, and diet is a crucial part of the performance. With Lerøy as a partner, we can promote this message in a way that really hits the target group,” says Per Iver Grimsrud, sports manager at the Norwegian Snowboarding Federation.
Lerøy sees great value in collaborating with Brettforbundet to create engagement around nutrition and performance "Lerøy wants to reach young people for several important reasons. We want to make seafood more relevant and attractive to a target group we have had less contact with in recent years, while contributing to good and sustainable eating habits early on. We know that proper nutrition is closely linked to performance – regardless of the arena – and that healthy food must also be a sustainable choice for the future," says Pål Erik M. Michelsen, Head of Brand & Innovation, Lerøy Seafood Group ASA.
Michelsen further emphasizes that "Brettforbundet represents a unique community where unity and inclusion are strong and also has the ability to activate collaboration across its events and create engagement with the target group. Together we can inspire conscious choices that benefit both the individual and future generations. We strongly believe that this partnership will give us a genuine opportunity to understand, engage, learn from and become part of the everyday lives of young people – with an eye towards the future."
